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Ethnography

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Submitted By teneisha86
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For my ethnography project I conducted the study in Starbucks. My cousin is a supervisor at one of the locations and I figured it would be easy for me to conduct my research seeing as though they have free Wi-Fi, and everyone seems to take advantage of free Wi-Fi. I also thought it would be a good place to observe a diverse group of age ranges and see both males and females interact. Starbucks have a wide variety of customers that come in, especially a wide variety of businessmen and businesswomen. I believe that this was a perfect spot to conduct my observations. I was thinking about conducting my research at my current job but I figured I would choose somewhere where I did not know any of the people there, so I figured this would make my observations more interesting. Going into this project I thought I would see a diverse age group that ranged from children, students to young adults and retirees. I also thought I would observe females interacting with females, males interacting with males, and females interacting with males. During these observations, I hoped to observe how people interact differently based on what kind of situation they are in (business versus social), and I also hoped to observe behaviors between different genders. Starbucks was a great place to conduct this research because I always see professionals meeting up with their business laptops. I conducted these observations on a Saturday afternoon, and I stayed for about three hours. I figured a Saturday would be a good time because that’s when I could get a really good observation. During this time, I observed about two handfuls of random people. The people I observed included a group of men who appeared to be retired, a group of women who looked like they were in there late 60s, two businesswomen, a group of businessmen, a mom with her young children, and then college students. During my observations, I was able to observe many different age ranges, both males and females. One of the first major observations I made was how people were sitting. The males I observed seemed to sit farther away in their seats from each other than the women did. The men also seemed to spread out at their table more than the women did. It also seemed to be common that the younger age groups preferred booths, while the older age groups preferred a table. The other second major observation I made was that the women talked more with their hands than the men did. I could overhear and one particular group of older women were telling stories about their grandchildren and they all used their hands to tell their stories most like the other woman did, while the men seemed to use only few or no hand gestures at all. The people who were at Starbucks for what seemed to be there to get work done had more serious looks and were very focused, while people who were there for social things seemed to smile and laugh more. Based on where I was sitting I could hear parts of some of the peoples discussions. The main topics discussed amongst the men included things in the news and current events with what was going on in sports, especially baseball. I noticed that the men had more of an interest in what was going on with the different sporting events than the woman. The men had on casual clothes and did not seem in a hurry, so it appeared as though they were just friends and it was not any kind of business meeting. The businessmen appeared to be having a business meeting, discussing what it sounded like to be important business topics. They were dressed in suits and appeared very much focused on what they were discussing. They had very serious and concentrated looks on their faces. They all had laptops and tablets out taking notes on what they were discussing. Some cultural norms based on my observations include that the women liked to sit closer together and use their hands more, while the men like to spread out and sit a bit more comfortably. Both the businessmen and the men that were there socially having coffee liked to sit at a bigger table than was needed and spread out and kind of lean back in their chairs, while on the other hand the group of women talking about their families wanted to sit closer together and kind of lean into the conversation. I wasn’t very shocked about that because most woman act more intimate and like to be closer to show that they are paying close attention. Another cultural norm I observed included the difference between how people interact when people are involved in situations involving work versus people who were there socially. The people who were there to work were very serious and focused, while the people who were there socially were joking around with each other, telling personal stories, laughing, and smiling more. This norm is based off of the observations of the businessmen having a business meeting and the students trying to get work done versus the older women telling stories and the mom with her children smiling and laughing with each other. I think one generalization that can be made from these observations is how people in our culture act in a work/business environment versus how they act in a social environment. Generally, in a work setting people are focused on a task or a goal, they seem more serious and aren’t telling personal stories while a social environment is a little lighter and more fun where they could joke around, tell stories about their families, etc. To build on this study I could have observed people for more hours so that that I could have gotten more observations but I believe I got what I needed. No matter the amount of time extra time spent I believe that results would have ended up the same. I could have also visited different restaurants in the city of St. Louis that I could have compared the different observations, but I believe that would have hindered my observations depending on the place chosen. Observing people was definitely more difficult than I thought it would be. It is more difficult than one may think to put their own ideas, opinions, and generalizations outside your mind while you watch how other people interact and behave, but if you don’t do this you risk having an different view. But separating these thoughts from the observations is important in order to have a successful mini ethnography.
References
http://ethnographymatters.net/ http://www.slate.com/articles/news_and_politics/crime/2015/06/alice_goffman_s_on_the_run_is_the_sociologist_to_blame_for_the_inconsistencies.single.html http://www.learningace.com/doc/7736881/d080b2d0d9a41bb6616baeb7e1ddf923/1-ethnography-and-culture-james-p-spradley

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