An Apology for Cyberethnography


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Introduction

This presentation is prompted by the growing number of qualitative research studies in technical communication whose sites are not physical but electronic/"virtual"–this is not a definitive list, but it gives you a sense:

  • commercial websites
    Gurak, Laura. "Technology, Community, and Technical Communication on the Internet: The Lotus MarketPlace and Clipper Chip Controversies." Journal of Business and Technical Communication 10.1 (1996): 81-99.

  • synchronous student brainstorming sessions
    Mabrito, Mark. "Real-Time Computer Network Collaboration: Case Studies of Business Writing Students." Journal of Business and Technical Communication 6.3 (1992): 316-336.

  • asynchronous international collaboration
    Tumminello, Joanna and Pär Carlshamre. "An International Internet Collaboration." Technical Communication 43.4 (1996): 413-418.

  • desktop video-conferencing
    Duin, Ann Hill, Lisa D. Mason, and Linda A. Jorn. "Structuring Distance-meeting Environments." Technical Communication 41.4 (1994): 695-708.

  • electronic help exchanges
    Mirel, Barbara. "Analyzing Electronic Help Exchanges: An Inquiry into Instructions for Complex Tasks." Technical Communication 41.2 (1994): 210-223.

  • World Wide Web documentation
    Beason, Gary. "Redefining Written Products with WWW Documentation: A Study of the Publication Process at a Computer Company." Technical Communication 43.4 (1996): 339-348.

  • e-mail and Internet relay chat collaboration
    Duin, Ann Hill and Ray Archee. "Collaboration via E-mail and Internet Relay Chat: Understanding Time and Technology." Technical Communication 43.4 (1996): 402-412.

  • a technical communications discussion list
    Ray, Eric J. "TECHWR-L: A History and Case Study of a Profession-specific LISTSERV List." Technical Communication 43.4 (1996): 334-338.

    Book-length studies have also been published: for example, Gurak's 1997 Persuasion and Privacy in Cyberspace: The Online Protests over Lotus Marketplace and the Clipper Chip, and Tharon Howard's 1997 A Rhetoric of Electronic Communities, in which Howard studies the discourse of the now inactive PURTOPOI discussion list.

And what I want to talk about in the next few minutes is what I see as being two problematic aspects of conducting qualitative research in/on electronic venues:

  1. are electronic/virtual sites actually sites? (I argue, in my "apology" [with a nod to Sir Philip Sidney], that they are)

  2. is it ethical to "lurk," to, in essence, eavesdrop on others' conversations? (This question moves us to the larger issue of the ethics of research.)

Next: Issue 1