Open AccessVerfremdung and Business Development: The Ethnographic Essay as Eye‐opener
Author(s) -
DALSGAARD ANNE LINE
Publication year - 2008
Publication title -
ethnographic praxis in industry conference proceedings
Language(s) - English
Resource type - Journals
eISSN - 1559-8918
pISSN - 1559-890X
DOI - 10.1111/j.1559-8918.2008.tb00102.x
Subject(s) - meaning (existential) , relevance (law) , ethnography , sociology , perspective (graphical) , context (archaeology) , epistemology , representation (politics) , style (visual arts) , defamiliarization , engineering ethics , aesthetics , anthropology , engineering , political science , visual arts , history , philosophy , art , archaeology , politics , law
This paper discusses the use of essays as tools for communication and reflection in a collaborative research and development process between a philosopher, an anthropologist, and two private companies. Findings from the project “The Meaning of Work Life” will be presented along with a discussion about their relevance for the involved companies. To specify the general anthropological strategy of defamiliarization, the notion of verfremdung 1 is used to detail out specific features of the analytical and representational perspective employed. The paper concludes that the meaning of research results cannot be controlled, as they will always be interpreted according to personal or professional agendas, which is why a style of representation that lays bare their status as interpretations is not only appropriate but may even — by way of estrangement ‐ be revealing and innovative. This conclusion is not new to anthropology as such, but within the context of business ethnography (in which more and more anthropologists are engaged) it has a renewed relevance.