Moving shadows: suggestions for ethnography in globalised cultures

Traditional notions of culture have become unicorns: assumed creatures of the past, whose authenticity seems increasingly doubtful. It is required of us to rethink the boundaries of culture and social science; to develop our understanding of interdependency and instability in cultural life. In order to incorporate possible discourses, the practice of research must also change. This paper discusses some problems associated with ethnography in global cultures.

I begin by presenting a brief history of ethnography as a method for investigating unconceptualised groups. Following this, through reference to my own research, I argue that the foundations of this methodology can be developed to include the broad networks of influences extant in contemporary cultures. To this end, I consider a solution that poses the researcher as a locus of investigation from which the relationships that construct a culture may be collated and interpretations built.

The research account I have presented tackles this issue, synthesising introspection, thick inscription, and thick transcription, and moving the researcher through a multi‐vocal, iterative, non‐linear process. Historical, technological and ideological influences come into play to negotiate between possible realities. Ethnography may place these realities into their broader political, social and personal contexts and continue yielding data for the theorisation of contemporary cultures.

The paper reassesses the experience of global culture with reference to the global surfing scene. It provides a practical solution to research in such cultures, and highlights the importance of a networked approach in the construction of adequate theory.