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INFO 272. Qualitative Research Methods5 November 2009
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Outline1. ‘Operationalizing’
theory – translating from theory into methodological procedure
2. Some theories about technology in society
3. Note on Ethnographic Writing
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…from Tuesday’s LectureOperationalizing
Semiotics for Image Analysis
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Social Construction of Technology
[Bijker on the bicycle]
High wheeled bicycle
Concerned community members
Athletic young men
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Terms: Relevant Social
Groups Interpretive
Flexibility Closure
Social Construction of Technology
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Operationalizing SCOT Subject/Topic: a new, unsettled technology
under development (or from historical archives)
Who are the relevant social groups? Identify the divergent interpretations of the
artifact held by these groups Look for evidence of how interpretive
conflicts are resolved materially resulting in closure
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Network Approaches Cowan on the
“Consumption Junction”
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Operationalizing Network Approaches Subject/Topic: the “consumption junction” Q: how do consumers arrive at the decision to
choose one technology over its alternatives? How do we account for delayed success?
Approach: Parallel treatment of failed and successful tech Center on the consumer – then move through
and map out other domains -- household, retail, wholesale, production, government
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Revisiting Grounded Theory
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What Use for Theory? Here’s a counter-argument to a grounded
theory analytical approachTheory can sensitize, suggest ways of
studying, analyzing a caseChallenge received wisdom, ordinary,
habitual interpretationsTo transcend our own socialization
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The status of ‘things’ in society In social theory - a new appreciation of the
material world and the socializing effect of ‘things’ (in contrast to fixation on language, discourse, and a dematerialized social structure)
“the performative and integrative capacity of ‘things’ to help make what we call society.” [Pels, pg. 2]
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Three theoretical frames for thinking about
(technological) objects
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1) Objects Enforce the Normative Order Visible vs. invisible The Humility of Objects
– “The less aware of [things we are], the more powerfully they can determine our expectations by setting the scene and ensuring normative behavior.” [Miller, Material Culture and Mass Consumption]
Research Question: what is visible or invisible? Who’s interests are served by this state of visibility?
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[Source: Bowker and Star, Sorting Things Out]
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2) Objects Form a Semiotic System Function, exchange,
symbolic, and sign values
Objects are realized through relations (i.e. Actor-Network Theory)
[See Baudrillard, The System of Objects]
Research Question: what systems of objects exist? In a home? In an office? How are the social properties of an object produced through its relationships?
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3) The Self is Constructed Through Possession of Objects "artifacts as culture derives…
from their active participation in a process of social self-creation in which they are directly constitutive of our understanding of ourselves and others...” [Miller, Material Culture and Mass Consumption]
Identity display, class distinctions
Research Question: how is status or identity accomplished through possessions?
[see also Bourdieu, Distinction]
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Ethnographic Writing
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Ethnographic Writing Woolgar took a position within an IT
company to study the development of a new technological object and a series of usability studies.What is his data?How does he reference his subjective position?
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Usability vs. Ethnographic Research A usability trial vs. ethnographic study of a
usability trial The broader institution within which research
takes place
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Summary How theory can be used to guide site
selection, suggest novel questions, and define procedures
A case for embracing existing theory rather than eschewing it entirely for ‘grounded’ theory.
Ways of thinking about objects/ documents/ info as integral to the social
Ethnography vs. Usability