In social and cultural anthropology (SCA), data collection predominantly takes place within the framework of ethnographic fieldworkEthnographic field research refers to the collection of empirical data on-site, meaning within concrete social settings, as opposed to laboratory research, archival research or standardized survey studies. The typically long-term participation of ethnographers in the daily life of the group under study allows for direct observation of social practices and processes, allowing for insights into actual behavior. It is important to note that researchers are always part of the situations in the field, and their assigned and assumed social positions significantly influence their data – that is, what they are able to observe and understand. Read More. Unlike archival or laboratory research, fieldwork is conducted in situ, i.e., on-site, over an extended period, using various methods to gather information on a specific topic and research question. In other words, social and cultural anthropologists immerse themselves in the life worlds of the people they study, participating in their daily lives as much as possible. Ethnographic research fields are highly diverse, encompassing local village communities, urban neighborhoods, different social institutions, local, regional, or international organizations, and specific social groups. Increasingly, social and cultural anthropological research also incorporates virtual spaces and examines mediated communication.
The goal of ethnographic research is – in most cases – the publication of results in the form of articles, reports, contributions, or monographs (Fischer, 2003, p. 265). Ethnographic films also serve as a significant medium of publication. Social and cultural anthropological research outputs are increasingly being presented in multimodal formats, combining audio-visual and text-based elements on digital platforms¹ For example, the works of visual anthropologist Gregory Gan: https://www.gregorygan.com.