By Brigitte Jordan
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Additional info for Advancing Ethnography in Corporate Environments: Challenges and Emerging Opportunities
However, though the convergence of language and practices facilitated the ease with which the American and French teams could interact, this same convergence actually precipitated the inevitable problems that arise when people of different backgrounds and cultures attempt to work together. It required conventional “being there” ethnography to recognize and document the significant breakthrough that occurred at the meeting and to expand the concept into a company-wide template for action. Even though global work is much more commonplace than it was in the days of HTM, there are still very real, if subtle, differences that are important to performance and success in global teams that require the power of conventional ethnographic methods to uncover and understand.
But this is very difficult to do if the team is large and distributed. For a global team, “The Emotion” indicator could help affirm or contradict the ethnographer’s assessment and provide evidence to sharpen their interview questions or observations. In turn, ethnographers can also enhance the indicator through their fieldwork insights. The LIWC dictionary, which categorizes words, may not capture the unique linguistic vocabulary of a profession or the nuanced talk of a group. It may be necessary to refine the standard LIWC dictionary to supplement or edit the words assigned to a category to more accurately reflect and type the conversation.
They question whether context really matters any more with the proliferation of easy-to-use and inexpensive high-quality videoconferencing technologies. They posit that ethnography can be conducted online because we can see and hear people interact as though we were face to face. The argument is that virtual ethnography can tell us all we need to know about interactions in the virtual context. However, the continued relevance of geography and context to global work, and the critical role of face-to-face communication for solving complex problems, becomes clear if we examine more closely how videoconferencing can mask the complexities of global work (Gluesing et al.
Advancing Ethnography in Corporate Environments: Challenges and Emerging Opportunities by Brigitte Jordan
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