A. Pengertian Etnografi
Etnografi berasal dari kata etnos yang boleh didefinisikan sebagai suku bangsa dan graphein yang berarti gambaran. Jadi etnografi adalah gambaran tentang suku-suku bangsa. Menurut J.A. Cliffton, kesatuan social dalam etnografi ditandai oleh:
- Dibatasi oleh 1 desa atau lebih
- Bahasa dan loghat
- Political Administracion
- Identitas bersama
- Wilayah geografi
- Kesatuan ekologi
- Ilmu penetahuan dan sejarah yang sama
- Frekuensi interaksi yang tinggi
- Susunan social mempunyai kecenderungan yang seragam
Ethnography presents the results of a holistic research method founded on the idea that a system's properties cannot necessarily be accurately understood independently of each other. The genre has both formal and historical connections to travel writing and colonial office reports. Several academic traditions, in particular the constructivist and relativist paradigms, employ ethnographic research as a crucial research method. Some cultural anthropologists consider ethnography the essence of the discipline.
Cultural anthropology and social anthropology were developed around ethnographic research and their canonical texts which are mostly ethnographies: e.g. Argonauts of the Western Pacific (1922) by Bronis?aw Malinowski, Coming of Age in Samoa (1928) by Margaret Mead, The Nuer (1940) by E. E. Evans-Pritchard, or Naven (1958) by Gregory Bateson. Cultural and social anthropologists today place such a high value on actually doing ethnographic research that ethnology—the comparative synthesis of ethnographic information—is rarely the foundation for a career.
Cultural anthropologists, such as Clifford Geertz, study and interpret cultural diversity through ethnography based on fieldwork. It provides an account of a particular culture, society, or community. The fieldwork usually involves spending a year or more in another society, living with the local people and learning about their ways of life. Ethnographers are participant observers. They take part in events they study because it helps with understanding local behavior and thought.
Within cultural anthropology, there are several sub-genres of ethnography. Beginning in the late 1950s and early 1960s, anthropologists began writing "bi-confessional" ethnographies that intentionally exposed the nature of ethnographic research. Famous examples include Tristes Tropiques by Claude Lévi-Strauss, The High Valley by Kenneth Read, and The Savage and the Innocent by David Maybury-Lewis, as well as the mildly fictionalized Return to Laughter by Elenore Smith Bowen (Laura Bohannan). Later "reflexive" ethnographies refined the technique to translate cultural differences by representing their effects on the ethnographer. Famous examples include "Deep Play: Notes on a Balinese Cockfight" by Clifford Geertz, Reflections on Fieldwork in Morocco by Paul Rabinow, The Headman and I by Jean-Paul Dumont, and Tuhami by Vincent Crapanzano. In the 1980s, the rhetoric of ethnography was subjected to intense scrutiny within the discipline, under the general influence of literary theory and post-colonial/post-structuralist thought. "Experimental" ethnographies that reveal the ferment of the discipline include Shamanism, Colonialism, and the Wild Man by Michael Taussig, Debating Muslims by Michael F. J. Fischer and Mehdi Abedi, A Space on the Side of the Road by Kathleen Stewart, and Advocacy after Bhopal by Kim Fortun.
Sociology is another field which prominently features ethnographies. Urban sociology and the Chicago School in particular are associated with ethnographic research, with some well-known early examples being Street Corner Society by William Foote Whyte and Black Metropolis by St. Clair Drake and Horace R. Caton. Some of the influence for this can be traced to the anthropologist Lloyd Warner who was on the
 Other related fields
Psychology, economics, geography and cultural studies also produce ethnography. Education, Ethnomusicology, Performance Studies, Folklore, and Linguistics are others fields which have made extensive use of ethnography. The American anthropologist George Spindler (Stanford University) was a pioneer in applying ethnographic methodology to the classroom. James Spradley is another well-known ethnographer, especially for his book, The Ethnographic Interview, published in 1979.
Ethnographic methods have been used to study business settings. Groups of workers, managers and so on are different social categories participating in common social systems. Each group shows different characteristic attitudes, behavior patterns and values.
 Design Ethnography
Anthropologists like Daniel Miller and Mary Douglas have used ethnographic data to answer academic questions about consumers and consumption. In this sense, Tony Salvador, Genevieve Bell, and Ken Anderson describe design ethnography as being "a way of understanding the particulars of daily life in such a way as to increase the success probability of a new product or service or, more appropriately, to reduce the probability of failure specifically due to a lack of understanding of the basic behaviors and frameworks of consumers."
Businesses, too, have found ethnographers helpful for understanding how people use products and services, as indicated in the increasing use of ethnographic methods to understand consumers and consumption, or for new product development (such as video ethnography). The recent Ethnographic Praxis in Industry (EPIC) conference is evidence of this. Ethnographers' systematic and holistic approach to real-life experience is valued by product developers, who use the method to understand unstated desires or cultural practices that surround products. Where focus groups fail to inform marketers about what people really do, ethnography links what people say to what they actually do—avoiding the pitfalls that come from relying only on self-reported, focus-group data.
- Direct, first-hand observation of daily behavior. This can include participant observation.
- Conversation with different levels of formality. This can involve small talk to long interviews.
- The genealogical method. This is a set of procedures by which ethnographers discover and record connections of kinship, descent and marriage using diagrams and symbols.
- Detailed work with key consultants about particular areas of community life.
- In-depth interviewing.
- Discovery of local beliefs and perceptions.
- Problem-oriented research.
- Longitudinal research. This is continuous long-term study of an area or site.
- Team research.
- Case studies
Not all of these techniques are used by ethno
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