Stepping back from ethnocentric attitudes about cultural superiority is an obstacle that ethnographers will likely need to overcome in their own personal lives while conducting long-term fieldwork.
Ethnography, which derives from the Greek words ethnos, which means "folk, people, or nation," and grapho, which means "I write," is the scientific study of particular civilizations. Ethnography investigates cultural phenomena from the viewpoint of the research subject. Another form of social research called ethnography looks at how people behave in certain social situations and how the group members themselves interpret that behaviour. Simply described, ethnography is a sort of qualitative research in which an individual immerses oneself in a particular community or organisation in an effort to understand their cultures from a first-person perspective.
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