Wednesday, 1 January 2014

Ethnography: An EPIC platform for spreading the word

In 2013 the international Ethnographic Praxis in Industry Conference (EPIC) took a foray into PR, with the objective of explaining the rationale for ethnography to new audiences. Here is a description of the two principal campaign strands. I conclude with three takeaways that strategy, research and design consultancies trying to get the message out might also find useful.

EPIC is a well-respected, thriving event that delivers on its mission to bring together leading practitioners and foster debate. That was reason enough for me to be involved a local organiser with a focus on arranging some of its networking events. But I could not resist bringing a PR lens to bear because of my background in it (which actually lead me to ethnography/anthropology). So I suggested EPIC should dip its toe in the water with a micro campaign to promote ethnography’s applications. This entailed working through the media and also direct engagement to reach high-level 'client-side' decision-makers.

Would anyone listen? I anticipated an uphill battle in part because of the widespread beliefs that the only behavioural insights of value flow from quantitative 'big data' (v.s. qualitative or mixed methods ethnography) and that the only skills worth having in innovative organisations derive from STEM (science, technology, engineering, maths) training (v.s. the social sciences or humanities backgrounds of most ethnographers).

But I realised that we could also turn these beliefs to our advantage by challenging them, David and Goliath style. The prospect of doing this gave me personal satisfaction: One thing that experience as an ethnographer has taught me is that STEM thinking, narrowly construed, can’t on its own solve challenges in business and society.

Media relations: the approach and the outcome
When you want to make a complex case through the mainstream on and offline print media, which still has the greatest reach, two of the most appropriate formats are bylined articles that you write yourself and features put together by a journalist. They are not equivalent: Apart from lending themselves to different kinds of discussion the latter tend to carry more weight.

Journalists like pithy arguments. Ethnographers are
not so keen.

[Image: adapted original by Billy1847, used under a
creative commons licence (CC By 2.0)]
We chose the latter course, but in the knowledge that putting a complex topic in hands of another party to convey is inherently risky. In the case of ethnography, journalists cannot seem to get past the compelling if over-used image of the colonial era pith-helmeted anthropologist transplanted in time and place to a modern day suburban home or office.

On the rare occasions that journalists try to get beyond this image, because they have been granted more time or space by their editors than is usually available (the FT scores some points in this regard but is by no means perfect), they can still fall at the final hurdle and reduce ethnography to observation…or journalism. Some ethnographic practitioners argue that such exposure should be encouraged because it at least brings attention to the field. Others resent the perception such pieces build of ethnography as an exotic and marginal practice.

But I digress. We invited a Financial Times editor to attend EPIC. In the pitch (necessarily top-line because journalists are busy people!) we offered him an opportunity to interrupt his blanket and largely positive coverage of big data. The idea that organisations are also gathering 'thick data' to understand why people behave in the way big data may show them to be behaving, appealed to his critical sensibilities.

The journalist he delegated came and spoke to EPIC organisers and participants in depth. The resulting full-page article did not deviate a great deal from the pattern described above, but at the very least it was the first time in a long time that FT readers, leaders in a broad range of sectors, were invited to think about the place of ethnography in addressing their particular challenges.

Direct engagement: the approach and the outcome
We complemented the mediated approach above with direct engagement, to spread the word about ethnography in another way. We identified and locked horns with the most extreme protagonist in a broader debate about the relative values of STEM and the humanities/social sciences/liberal arts.

Being heavily involved with STEM-grounded enterprises, ethnographic practitioners are uniquely placed to add their voices to the debate and make the case for the value of non-STEM education and thinking. The very fact that some of the most recognised names in Silicon Valley are relying on the input of humanities trained researchers and social scientists to, for example, make products that people actually want to use, should give pause for thought to some of the more stridently pro-STEM and anti-humanities/liberal arts/social sciences voices. Or in other words: We’re on the same side, stupid!*

We picked on particularly outspoken, but clearly not stupid, UK businessperson Luke Johnson (choice quotation: “to remain competitive, the west needs more students qualified in…[STEM]…and fewer in the liberal arts”). We invited him to challenge his views about the value of the liberal arts at EPIC: We asked him if he wanted to hear first-hand how the specific skills gained through education and training in the humanities and social sciences are applied in a STEM context. In a similar way anthropology-disparaging Florida Governor Rick Scott was presented with evidence that anthropology and anthropologists were an indispensable part of the Florida economy and society. We were not naïve enough to think Luke might recant but thought he might at least reflect and share his experiences with his network.

The result? Luke politely declined. His response is on an earlier blog post, along with my response to him. 

That was the end of the limited PR experiment, which pointed the way to the future for EPIC and some ways consultancies can join the PR fray.

Future directions for EPIC and consultancies using ethnography
Looking ahead EPIC could continue to act as an advocate for the profession on an ongoing basis and gain wider attention for the event itself.

1.  One of the key assets EPIC has at its disposal is the collection of case studies it brings together: Anything that can relate research work to tangible outcomes should be used to help move media coverage on from pith helmets. Individual consultancies find hard to produce enough publicisable case studies to drive their own outreach efforts because of client restrictions and the long term nature of the work. They could instead collaborate with their peers via EPIC, to put the best of what they have on a powerful single platform

2. EPIC could also think about writing an ongoing series of bylined articles for relevant publications. The subjects can be many and varied and take a cue from what is on the event agenda, but should always aim to be topical. One of those issues could be the STEM debate, which manifests in different ways. The bylined articles tactic is more achievable for a consultancy on its own, writing articles tailored to its particular expertise and outlook**

3. Finally, EPIC could do more with direct outreach. Many consultancies are successfully doing this on a smaller scale by hosting salons, often on the theme of reports they have produced. In EPIC’s case it could focus on the theme that lead to the Luke Johnson invite, only inviting more protagonists and convening a special panel to debate it at next year's conference in New York. The output from that panel could be disseminated more widely

*Some in engineering have come to the same conclusion, for example the people over at Big Beacon

**There is some great guidance on writing bylined articles here:

Plus here (in the comments) I expand on questions of writing and media relations:

Monday, 30 December 2013

When anthro research and the media collide... can get a flurry of inaccurate headlines, followed by further media analysis pieces that take as their starting point those headlines rather than the underlying research. Especially in the holiday season when news is thin on the ground.

This is what happened to UCL's @dannyanth when his academic research found Facebook lacked cool among UK teenagers and blogged about it. The media used this as evidence to bash Facebook and claim it was in sustained decline globally. Then the recriminations started, when other journalists criticised this conclusion as if it were Danny's. This is Danny's response. I hope people read it, but realise that the media circus has moved on so the chances are slim.

It's a real shame that this has happened to such a significant piece of long term anthropological research on social media, which is just out of the starting blocks. The final findings are a long way off but judgement has already been reached.

It's also a shame because the experience will only make other academic researchers say 'I told you so'. They will keep their research from public view and the threat of misconstrual (which reflects badly on them in academic circles).

Perhaps there really is a fundamental disconnect between the anthropological/ethnographic approach and news media expectations / the news media modus operandi. Among other shortcomings the media has a bias towards covering quant research. This bias is long-standing because it takes less mental energy to understand than qual and makes for more impactful headlines. Where audience attention is in short supply, so is coverage of qual research (which is what made this BBC award for ethnography particularly welcome as an exception that proves the rule). Academic anthropological research is more nuanced than the (news or indeed long form) media would like, hence the selective reading of Danny Miller's work. Note the media fixation on the research's quant findings in Italy as if that's the only part of the research that proves anything, along with Danny's retort that you need to do the qual groundwork to provide the basis for quant questionnaires.
My three hats (ok, I only found
this two hat image)
Image: justOneMoreBook used under a
creative commons licence (CC BY-NC-SA 2.0)

I'm saying this wearing my three hats (anthropologist, journalist and PR person) and as someone who has witnessed this dynamic for many years. However, in this instance the media takeup was largely inadvertent and I hear from Danny that he has been considering suitable popular formats for the publication of the research as a whole, where he will have more editorial control.

I'll be exploring some of the issues involved in releasing (applied) qual research into the wild in my next post, which is about some outreach that I helped the Ethnographic Praxis in Industry Conference (EPIC) conduct in 2013.

Postscript: 'Facebookgate' triggered lots of comment on Twitter and lists such as Yahoo's 'Anthropology and Design' group. Here are three worth repeating:

"Danny's comment that Facebook is "dead and buried" was an interpretation on its "cool" factor, not on its frequency of use or numbers of users....It's very difficult for something significant, though not generalizable, to capture the public attention. Why? Because we have so internalized the notion of statistical prediction that we fail to see things as important if they are not indicative of a massive change....The tragic outcome of this? We fail to see change until it's too late."
- Sam Ladner

"Perhaps someone should explain journalists, once and for all, that to ask how many people are thinking of Facebook in a given way, or doing things with Facebook in particular ways, is altogether different from identifying NEW WAYS by which people are thinking and doing things with Facebook. Not to mention identifying the differences between thinking and doing, in Facebook or else, that tend to show us all as a bit more flawed, contradictory, multi-faceted and ultimately A BIT MORE HUMAN and A BIT BETTER TO DESIGN WITH than a T-test will ever do."
- Pedro Oliveira finally a very well considered response from academic anthropologist Tom Boellstorff, which argues that ethnography: "is a question of meaning, of understanding ways of living, not of prediction." I.e. the wider public judges research by its predictive potential only and this colours what they are receptive to, with problematic consequences for disciplines such as anthropology. And a very different response from a journalist, which does a good job of explaining where the media come from and why journalists sometimes get it wrong.

Thursday, 19 December 2013

Twitter and malaria: Joining forces to fight poverty

WTF? That was my reaction too as I read an FT article which came to the radical conclusion that Twitter and malaria are bedfellows in the global fight against poverty. 

This mosquito has shares in Twitter.
Image courtesy It's Nico under CC BY-NC-ND 2.0 licence

Ok, I admit that I have heard the argument that connectivity alone can combat social, political and economic ills many times. It’s something that Evgeny Morozov has called technological humanitarianism. Got a problem with poverty, education or dictators? Throw some technology at it. Don’t try and understand the problem or worry about the circumstances in which the technology is deployed.

In discussing connectivity’s contribution to solving poverty (ultimately in an effort to justify Twitter’s share price), the journalist makes the general point that it changes behaviour radically and positively. He rehashes some tired anecdotes, for example the one about the African farmer using his mobile to find higher prices at market (no, I’m not sure about where Twitter fits into this picture either).

The anthropological evidence, unsurprisingly, paints a more nuanced picture. Namely in general terms digital technology often facilitates social reproduction rather then change. Specifically, anthropology has convincingly refuted the 'farmer uses phone' anecdote as myth. In other words, the journalist is wildly optimistic about technology’s potential to heal the world autonomously. Silicon Valley would welcome him as one of their own.

But Silicon Valley might want to reconsider the welcome after reading a few lines on. He maintains connectivity would do more for Africa than immunity to malaria in financial terms (and that the investment of well-meaning tech philanthropists such as Bill Gates into the latter is misdirected). That is far from convincing in itself given what I say above (and think about productivity gains from a healthy malaria-free population). Worse, he thinks a malaria cure would actually cause more poverty because malaria acts as a great population control mechanism in overpopulated countries, making it doubly stupid to invest in it from a financial point of view.

Even if all his previous arguments stacked up we need to ask him: Is money the only thing people care about? Even FT readers?

Anyway, I was moved to write a response that the FT published and an elaboration of it for the Popanth website.


A timely intervention from Melinda Gates about the myth, propagated by the FT journalist, that saving lives leads to overpopulation (see myth three).

She notes that anxiety about the size of the world population has a dangerous tendency to override concern for the human beings who make up that population.

Friday, 27 September 2013

Do you prefer your sciences hard or soft?

High profile entrepreneur Luke Johnson prefers them hard, at the expense of the soft.

I criticised him for his view that research and education funding should be concentrated even more on science, technology, engineering and maths subjects in my post on the Ethnographic Praxis in Industry Conference blog, which can be accessed here.

To summarise the post, it points out that the view that technology alone holds the key to individual, corporate, political, economic and social progress holds sway in business and politics. What is alarming now is that the humanities, social sciences and liberal arts are seen as irrelevant and suffer funding cuts and declines in student numbers whilst STEM skills and STEM oriented businesses are lauded.

Not for politicians such as Florida Governor Rick Scott and businesspeople such as Ed Conard broad arguments about the value of critical thinking, a knowledge of world history and imagination for a capable citizenry, narrower arguments about the humanities/liberal arts backgrounds of key businesspeople or even more pointed arguments about the relationship between an exposure to the arts and entrepreneurial success for STEM majors: No, these politicians and businesspeople doggedly assume a STEM education can teach you all you need to know about making things (whereas it might dull the ability to appreciate what people need), that STEM advances always enhance economies (they can actually shrink GDP) and that more STEM graduates are needed (but there might be an oversupplythere certainly isn’t a shortage).

In my capacity as one of the organisers I also invited Luke to attend EPIC. I wanted him to hear at first hand why "in order to be an engineer it is not enough to be an engineer," from some representatives of the technology companies he lauds.

Luke declined the offer and I responded: The exchange can be found below.



Thanks for the invitation.

I’m afraid I have too much to do to attend your conference.

I understand why you hold the views you do, but I stand by my opinion on the importance of STEM education if the UK is to retain its relative economic strength in the 21st century.  Social scientists didn’t found Google, Intel, IBM, Facebook, Microsoft etc.




Thanks for your response Luke,

Sorry to hear you can’t make the conference. Two points I’d like to make before signing off:

The STEM education / tech company success link isn’t that straightforward, because:

a) Microsoft et al.’s global dominance might be better (or at least co-) explained by a domestic US culture of risk taking or the availability of VC money for example
b) China and India churn out hundreds of thousands of engineers, yet lag in terms of innovation related to most STEM fields (measured by e.g. patents)
c) A number of US tech company founders dropped out of their STEM courses and are proud of it

As a senior person developing products at a well-known Internet company confided in me recently “purely engineering-driven companies do not succeed for long.” Most large players are investing heavily in understanding what people want so that their original inspirational ideas live on in relevant ways, or so that they can take bold new directions. In the UK, Amstrad might have been a different proposition with social scientists or humanities trained researchers on board

Kind regards,


Friday, 16 August 2013

Digital spying - we do have a choice...

...argues a certain digital anthropology pundit, published in the FT today. Text follows...

Peter Cochrane, former head of technology for BT, maintains that our digital data will be collected whether we like it or not (“Spy bin ban highlights lure of big data”, FT August 14).

He is wrong to suggest that we can simply extrapolate into the future what we experience now. It is also profoundly depressing to think that technology has an autonomous logic whose implications we should resign ourselves to. Technology, including big data, is what we make of it.

We have the power to create behavioural and legal frameworks to decide that features are harmful and constrain their impacts. In any event, these features are developed and exploited by people, companies and, in the case of the Prism spy programme, governments. These features are not inevitable or necessarily a sign of progress.

Let me illustrate with a historical example, for which I am indebted to internet theorist Evgeny Morozov, of where inevitablists who excused negative externalities in the name of technological progress were confronted. 

In the early 20th century, champions of industrialisation maintained that a noisy living environment, where the din of machinery and motorised transport intrudes, was a necessary penalty of enjoying the benefits of progress. We should simply adapt to the new normal. However, noise abatement movements arose in opposition and inspired the noise pollution regulations that balance our interests today.

I notice that Peter's current title is futurologist but I hope that his version of the future, where noisy robots rule the earth unchecked, does not prevail. In my version we continue to have agency vis a vis our tools and some peace and quiet.

Tuesday, 2 July 2013

Gartner: Digital anthropologists are the latest must have accessory for CIOs.

In an article via @hanmuli, technology research behemoth Gartner has finally noticed that anthropological thinking might be useful for CIOs.

Gartner spokesperson John Mahoney says an anthropologist understands how groups of people work together to get things done... “One of the skills that effective digital organisations increasingly need is the skill to design a digital environment in ways people can use.” Therefore, he argues, CIOs should employ a digital anthropologist post haste (although given his description he probably means ‘digital ethnographer’, as noted by HP in the article*. The issue of whether the prefix digital means anything is something for another post).

Don’t get me wrong, it’s nice to see that Gartner, an important source of information for the technology functions at many large organisations, is spreading the word that ‘it is not enough to be an engineer to be an engineer’ (one of my favourite quotations, hence its pride of place next to this blog’s headline). However, coming from an organisation that trumpets how it identifies trends in technology (exemplified by its hype cycle), Gartner is definitely behind the curve on this one because anthropologists have been profitably deployed at places such as Xerox PARC since the 80’s.

Gartner should also have recommended that CIOs have a designer on the team too: Anthropologists (or in fact ethnographic researchers from several social scientific disciplines) can help organisations better understand the people and culture-related issues that they face, but it usually takes the skills of a designer to help realise solutions.

In terms of further reading, this article is great on how applied anthropologists can bring their perspective to projects, whilst this presentation describes how anthropologically minded ethnographers work with designers. The common theme is that the object of this work is to decipher culture through contextual enquiry into behaviour and lived environments, as a platform for brand strategy, product/service design, implementing organisational strategy or getting to grips with what big data can't tell us about human experience.

To get fundamentalist about it, as digital anthropologist Tom Boellstorff notes (p.53): "ethnography is not a method; it is the written product of a set of methods, as the suffix -graphy (to write) indicates". However, the method of participant observation which is commonly, if inaccurately, used interchangeably with ethnography  (i.e. "becom[ing] known to a community and participat[ing] in its everyday practices" (p.55)) is essential to anthropological ethnography because it allows us to appreciate the differences between what people say (which we gain from elicitation-type research such as interviews) and what they do. As he remarks: "culture [isn't] something in people's heads: a set of viewpoints that an interviewee can tell the researcher...[some]...things we cannot articulate, even to ourselves. Obvious cases of this include things that are repressed or unconscious, an insight dating back to Freud." (p.54)

However, remember two points, expressed in this piece. Firstly ethnography isn’t about building an holistic picture of a culture (which is unachievable, even if we could agree what culture means):

"Ethnography is always a matter of partial connections and patterns, as anthropologist Marilyn Strathern has argued. Ethnographic accounts are always parts that are never just parts of some pre-existing whole (Strathern 1991). One cannot reconstruct a whole culture from ethnographic pieces."

Secondly there is nothing straightforwardly out there for the researcher to find and report back on: The researcher and her interpretation become part of the account:

"Fieldsites are not ‘out there’ ready for representation, rather data is created and curated during fieldwork...ethnographic accounts are generative rather than descriptive…Ethnographic fieldsites have long been argued as not found but located and made (Gupta and Ferguson 1997); as a poetic juxtaposition of collected evidence and writing (Clifford and Marcus 1986; Clifford 1988); or, as an effect of the translation back and forth between fieldwork and deskwork locations (Strathern 1999)."

Sunday, 7 April 2013

YouTube Superstars? Some old chestnuts about social media recycled in an Observer article today

The Observer has just carried a long piece about young Youtubers threatening the traditional TV model. Good on them: traditional TV is a bit of a dinosaur.

On a critical note, the piece makes the attention the Youtubers garner seem fairly effortless, exaggerates the likelihood of ‘normal people’ making a living in this way, doesn’t fully acknowledge the dark side of internet celebrity and makes an uncomplicated link between authenticity and social media content.

Here are some further readings if you like a side order of analysis with your light reading on a Sunday:

Spyer's anthropological take on the dynamics of social organisation of groups of YouTube beauty gurus shows in reality how much effort goes into video production and publicity.

Whilst this Atlantic article demonstrates how the attention only rarely turns into financial success (a fact glossed by the Observer).

And this critique of the culture of celebratisation by boyd uncovers the flip side of attention for those least able to handle it (again largely glossed by the Observer).

Finally, here’s a more nuanced discussion about authenticity in a social media context.