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As speech-language pathologists and audiologists, we are trained observers of communication behavior. Our training has traditionally taught us to compare our observations to a set of behaviors that we’ve categorized as "normal." "Normal," however, is relative. What may be considered within the norm for one group of people may not be "normal" for another group. Ethnographic research allows us to document what "normal" looks like for a given community.
Ethnography is a qualitative research methodology, as well as the product of such a methodology. When we undertake an ethnographic approach to describing communication within a given community, we are referring to the exploration or description of who communicates with whom, how, to accomplish what, and under what circumstances. The intent is to identify commonly accepted conventions for communication within that community. By its nature, ethnography is both descriptive and subjective, but is still deemed valuable, because it can provide natural, spontaneous, and realistic data. It allows us to develop a clear picture of what’s valuable, relevant, and important to our clients.
Ethnographic research can be used to show the differences between reality and the expectations or assumptions of those outside of a specified community. The approach to this research can be emic, which allows us to gain an understanding of others’ culture by providing an "insider’s perspective," or etic, which describes behaviors as those outside a community view them.
Critical to an ethnographic approach is the notion that the researcher is documenting or describing what exists, without making judgments about the validity of those behaviors. Care must be taken to make sure the investigator understands that bias can be introduced simply by observing, so it is often necessary that the researcher become an accepted part of the community in order to effectively collect data. It is also critical to note that the observer is not looking for anything in particular, but simply looking. The ethnographic process generally includes defining the community, gaining acceptance, identifying the cultural variables to be studied, identifying viable informants and conducting interviews, and then interpreting the data.
As the diversity of our client base continues to grow, our service delivery models need to be increasingly responsive to cultural differences. Professionals in our discipline must grow more capable in alternative approaches to acquiring data—such as ethnography—as a means of increasing cultural competence and our ability to provide appropriate services to all clients.
—Vicki Deal-Williams
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