Ethnography at Work follows the experiences of the author as a participant observer in the day-to-day running of a Japanese advertising agency. The book reveals the intricate behind-the-scenes planning, discussion, negotiations and strategies needed to ensure that the agency's presentation to a potential client will be preferred over that of a rival firm. The book shows how detailed ethnography can lead to an understanding of numerous different, but interlocking, theoretical issues. It demonstrates how ethnography can travel beyond the academic realm and be used by business personnel to heighten their understanding of their companies' organizational structures, strategies and daily work practices. Asking crucial questions about the role of the anthropologist in the field, Ethnography at Work introduces students to ways in which anthropologists study social systems in business.
Table of Contents
The Case* It's in the NameThe Theories* Follow the Money * Advertising Talk* Impression Management* Constraints and Creativity* In Search of the Other* Conclusion: Ethnography at Work
Brian Moeran is Professor of Culture and Communication, Copenhagen Business School. He is the author of numerous books and articles.
"Moeran's brilliant analyses, careful writing, and detailed (re)presentation of the intricate behind-the-scenes planning, discussion and negotiations [of the Japanese advertising industry]... this title is highly recommended for graduate students who attempt to conduct ethnographic fieldwork in Japan. - Social Science Japan Journal Ethnography at Work is a good read for anyone interested in seeing how ethnographic methodologies can be applied to an international business communication research site. - Journal of Business and Technical Communication - Christopher Toth, Iowa State University, USA"