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Eric J. Arnould (1998) ,"Ethical Concerns in Participant Observation/ Ethnography", in NA Advances in Consumer
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Volume 25, eds. Joseph W. Alba & J. Wesley Hutchinson, Provo, UT : Association for Consumer Research, Pages: 7274.
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Advances in Consumer Research Volume 25, 1998
Pages 7274
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4/12/2016
in Participant
Ethnography
Eric J.standards
less evident in the Chadian case, but nonethelessEthical
real areConcerns
organizational
watchdogs,Observation/
those who police
research toby
impose
upon its conduct. This can be a significant sourceArnould
of political conflict. It was an issue in Chad as an ethnographer previously employed
by CARE had produced an absurd and unusual piece of basic research rather than the applied research project CAREChad required.
Hence, overcoming the suspicions of CAREs natural science research staff was an issue for me as an ethnographer. Fortunately, I
understood the
2/3
Van Maanen says, you are "part spy, part voyeur, part fan, part member" (Van Maanen 1983)
One outcome of the high profile relationship between participant observation and the social dimension of research conduct is that it
very often leads ethnographers to strongly held ethical positions. Some develop an extremely strong sense of selfidentification with
their research communities. Others become committed to cultural survival movements more generally. Some become advocates,
culture brokers, and expert witnesses. Some go native. A very few even adopt the repellent view of Kurtz in Conrads The Heart of
Darkness. But almost no ethnographer feels free to go against his or her experiences in order to proclaim the valueneutral research
ideal that is dear to many experimental and survey researchers.
SOME GUIDELINES
An essential resource on ethics for ethnographers is provided by the AAA and its sister organizations (American Anthropological
Association 1997). Rather than restate them here, I want to conclude with a list of guidelines that I find useful in thinking about my
research practice. First, just like on Star Trek, its wise to try to adhere to "the prime directive." And just like on Star Trek is not always
clear how the prime directive should be applied.
Second, one has got to learn to live with regular "violations of the collective consciousness of the community" (Davis 1961) if one wants
to be an ethnographer. There is no pure path to ethnographic verstehen. But at the same time, always think of the inevitable deceptions
associated with longterm field research in relation to the research purpose. For example, in river rafting research (Arnould and Price
1993 Price, Arnould, and Tierney 1995 Arnould, Price and Tierney 1997), we let customers know that we were investigating service
provision, but we did not ask permission to make notes every time we encountered an interesting situation during a trip. The whole point
of participant observation is to record naturalistic observations in situ constantly reminding informants of your purpose needlessly
disrupts their lives
and ones data collection. If the research purpose puts one on solid ethical and scientific grounds, some deception is reasonable.
But to mix metaphors, if you cant stand the heat, honey get out of the kitchen!
Third, privilege informant confidentiality and consideration of the consequences both of conducting research and publishing its results
over the static notion of "informed consent." Fourth, in planning to conduct ethnographic research expect to encounter difficult ethical
dilemmas and prepare yourself accordingly. For example, if research involves illegal behaviors informants may require participation as
a test of trustworthiness or field notes may be subpoenaed as van Maanen discovered (Punch 1988). Finally, in spite of the prime
directive, the ethnographers responsibilities do not require her to "go native." At this the ethnographer rarely if ever succeeds. And
going native merely raises another set of ethical dilemmas it does not sidestep the problem.
EPILOGUE
So what did I do in Chad in the late 1980s? I discretely sought some confirmation of the accusations from other local sources. I worried
about it. On returning to CAREChad headquarters in the capital, I asked for a meeting with the Director and asked him to tell me
whether he and his staff wanted to hear about cases of the type I had heard about. (It occurred to me that CARE policy might include
accepting a certain amount of corruption as the cost of delivering relef supplies in anarchic conditions.) Upon receiving an affirmation, I
met with senior staff to lay out the assertions that had been made to me. As an outside consultant, in this case it seemed to me that my
primary ethical responsibility lay first with the refugee populations who might be cheated out of relief supplies, and second with my
sponsor, CAREChad. What I did not do was confront the accused Chadian staff directly and ask them for a response. This could have
been an ethically correct step it seems to me in retrospect. But at the time I was uncertain of the potential consequences both physical
and political to me and to the accusers, of confronting the Chadian staff. Did I behave in an ethical manner?
REFERENCES
American Anthropological Association (1997), Code of Ethics of the American Anthropological Association, Washington, DC: American
Anthropological Association.
Arnould, Eric J. (1987), Organizational Analysis Of Irrigated Farming Systems Development Project, unpublished consulting
report, Ndjamena, Chad: CARE Chad.
Arnould, Eric J., Linda L. Price and Patrick Tierney.(1997), "The Wilderness Servicescape," Encountering Servicescapes: Built
Environment and Lived Experience in Contemporary Marketplaces, John F. Sherry, Jr. ed., NTC Publications.
Arnould, Eric J., Linda L. Price (1993), "'River Magic: Hedonic Consumption and the Extended Service Encounter," Journal of Consumer
Research, 20 (June), 2445.
Cassell, Joan and SueEllen Jacobs, eds. (n.d.), Handbook on Ethical Issues in Anthropology, Special publication of the American
Anthropological Association, number 23, Washington, DC: American Anthropological Association.
Davis, Fred (1961), "Comment on 'Initial Interactions of Newcomers in Alcoholics Anonymous," Social Problems, 8, 364365.
Price, Linda L., Eric J. Arnould and Patrick Tierney (1995), "Going to Extremes: Managing Service Encounters and Assessing Provider
Performance," Journal of Marketing, 59 (April), 8397.
RTpublique du Niger MinistFre du Plan (1985), Evaluation de lImpact des ThFmes Techniques et de Ses RTtombTes au Sein de
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et de la Programmation des Projets, MinistFre du Plan, RTpublique du Niger.
Van Maanen, John (1983), Qualitative Methodology, Beverly Hills: Sage Publications.
Wallman, Sandra (1997), "Appropriate Anthropology and the Risky Inspiration of 'Capability Brown," After Writing Culture, A. James,
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