INFO 272. Qualitative Research Methods5 November 2009

Outline1. ‘Operationalizing’

theory – translating from theory into methodological procedure

2. Some theories about technology in society

3. Note on Ethnographic Writing

…from Tuesday’s LectureOperationalizing

Semiotics for Image Analysis

Social Construction of Technology

[Bijker on the bicycle]

High wheeled bicycle

Concerned community members

Athletic young men

Terms: Relevant Social

Groups Interpretive

Flexibility Closure

Social Construction of Technology

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

Network Approaches Cowan on the

“Consumption Junction”

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

Revisiting Grounded Theory

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

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]

Three theoretical frames for thinking about

(technological) objects

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?

[Source: Bowker and Star, Sorting Things Out]

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?

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]

Ethnographic Writing

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?

Usability vs. Ethnographic Research A usability trial vs. ethnographic study of a

usability trial The broader institution within which research

takes place

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