ethnography

The Daily Mississippian reviewed Amy McDowell’s (Associate Professor of Sociology and Associate Chair at the University of Mississippi) new book Whispers in the Pews: Evangelical Uniformity in a Divided America. The book is based on an ethnographic study of group culture at an evangelical church that describes itself as welcoming and inclusive. McDowell observed that people within the church community often refrained from speaking about social issues: “People don’t express their doubts, opinions or their disagreements in church spaces,” McDowell said. “People really try not to talk about that stuff.”

Amy McDowell

New research from Christopher M. Pieper (Senior Lecturer of Sociology at Baylor University) examines the ways the foundation of social life may be reshaped by the rapid advancement of generative AI, mixed‑reality platforms and the global Metaverse. To investigate the shifts in societal morality, relation, and culture Pieper worked with Justin J. Nelson (Associate Professor of Sociology at Campbell University) to develop the theory of “gamism”, a “dominant ideology of our digital future – one that makes all experiences competitive, quantifiable, commercialized and entertaining for the individual user.” This theory operates on the idea that game-like interactions will influence our understanding of self and engagement in social institutions leading to four possible outcomes: utopian, dystopian, balanced, and wild card. This story was covered by Baylor University News.

Christopher M. Pieper & Justin J. Nelson

James Densley (Professor of Criminology and Criminal justice at Metro State University) and Jillian Peterson (Professor of Criminology at Hamline University) wrote an opinion piece for The New York Times about the shift in mass shooter profile and the connection to online platforms. The profile of a typical mass shooter has shifted from a middle-aged isolated man to a younger person highly connected to online social networks. Densely and Peterson explain that both profiles are in deep despair, but younger people have been convinced “that in acting violently he or she is carrying out the only meaningful act possible in a world otherwise devoid of meaning.” Their investigation led them to a trail of online platform activity that celebrates mass murders on Tumblr, Telegram, Discord, TikTok and Roblox. The same algorithm that adjusts to your preferences now leads boys and girls to true crime communities. True crime communities take despair and turn it into a mass shooting performative script. Online platforms have flagged and taken down many of these forums, but their constant resurfacing requires more intentional change to divert attention away from mass shootings and interrupt this destructive performance.

James Densley & Jillian Peterson

In a recent public lecture, Zeynep Tufekci (Professor of Sociology and Public Affairs at Princeton University) discussed how artificial intelligence, good or bad, will bring destabilizing change. She highlighted three AI advancements that society is not prepared to handle: machines that speak like humans, AI photos and video, and AI imitating human speech. Tufekci encourages young students to start asking “tough questions” and think deeply about this age of rapid advancements in AI and the disillusion it will bring. This story was covered in Today at Elon.

Zeynep Tufekci

Every “single” person in the world enjoys traveling to exotic locations, eating at new restaurants, and generally trying new things according to Tinder. The dating app shows users a dating profile that takes seconds to view and is mostly photographs. However, Tinder analyst and sociologist Jessica Carbino explains that there’s a lot more nuance involved in Tinder swiping.

The app has a simple premise: it shows the user a photograph and short biography of a potential partner. The user can swipe right or swipe left. If both the user and the person whose profile is shown swipe right, a match is made and the users have a chance to exchange messages.

While the app is streamlined, the behavior of the users is quite complex. Los Angeles Magazine interviewed the UCLA PhD about her role as a sociologist for Tinder and her role in deciphering what leads to matches between users. Carbino explains “I think Tinder is far more complex than simply physical attractiveness… With photos, people are not simply looking at whether someone has a nice smile or a nice face per se.”

Through coding Tinder profiles, running focus groups, and creating surveys for people who do and do not use Tinder, Carbino has found a lot of sociology imbedded in the process. She proposes that many sociological factors, like socioeconomic status, contribute to a successful match. Simply dividing users as ‘hot and not hot’ is too simplistic and does not provide a useful or nuanced definition of what other users are looking for. Whether or not users are consciously making these distinctions Carbino notes that men with softer jawlines are perceived as kinder, women wearing make up get more matches, and that a group photo is never a good choice for a user’s first picture.

Another interesting find of Carbino’s is what users are trying to get out of the app. She found that about 80% of Tinder users are looking for long-term relationships. Given the speed of the first step of the dating process on Tinder, this high percentage seems surprising on the surface. However, finding the reasons why is precisely what Carbino is trying to figure out by casting a sociological lens over Tinder data. With a glance at a smart phone and a swipe of the thumb, the 21^st century relationship is just getting started.

Alice Goffman’s On the Run: Fugitive Life in an American City shares the stories of young men evading arrest for crimes ranging from unpaid fines to murder. In describing their day-to-day maneuvers under heavy surveillance, she brings to life the impact of the U.S. prison boom on members of a low-income African American neighborhood in Philadelphia. But her work was not without risk. According to the Philadelphia Inquirer,

By the time Goffman left Sixth Street, she was displaying symptoms reminiscent of post-traumatic stress disorder, such as panicking at sudden noises.

In fact, so compelling is Goffman’s ethnography–and the great lengths she goes to in getting it–that the Inquirer is not alone in its eagerness to share her story. The New York Times writes:

Though written in a sober, scholarly style, “On the Run” contains enough street-level detail to fill a season of “The Wire,” along with plenty of screen-ready moments involving the author herself, who describes, among other ordeals, being thrown to the floor and handcuffed during a police raid, enduring a harrowing precinct house interrogation and watching a man be shot to death after exiting her car.

But the attention lavished on Goffman’s work has been mixed. On the one hand, her extreme ethnography is technically demanding and dangerous. She gives us a sympathetic and sociological glimpse of a world that’s usually off-limits to outsiders. On the other, she is “hardly the first middle-class white observer to venture into black urban America and emerge with a marketable story to tell,” as the New York Times puts it. Given this bipolar public gaze, Goffman may find it every bit as dicey to take a position in the spotlight as in the field.

Goffman acknowledges this awkwardness to the Times: “It just feels morally strange to talk about my own experiences when a whole community is dealing with violence and getting arrested…. I could always just leave.” To the Inquirer, she insists, “For the residents…there’s no ‘post’: ‘It’s just traumatic. This is everyday life: a series of ongoing and acute traumas.’”

It appears she’s already working on her next professional challenge: coaxing the spotlight back onto the the 47,000 fugitives living in fear in Philadelphia in 2009, avoiding hospitals and skipping friends’ funerals to avoid surveillance, worrying about eviction and losing custody of their children.

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According to the Editor’s Desk, ethnography sells. Here’s one example of how it’s used in corporate America: https://thesocietypages.org/editors/2013/05/07/corporate-anthropology/

SociologyLens caught Gang Leader for a Day, Sudhir Venkatesh, explaining extreme ethnography: https://thesocietypages.org/sociologylens/tag/sudhir-venkatesh/

Reminiscent of The Proclaimers’ 1988 hit about walking 500 miles, William Helmreich, a sociologist at the City College of New York, has been taking it to the streets for the past four years. During that time he has walked all 120,000 city blocks across New York City’s five boroughs, and he is sharing the knowledge gained from his observations, experiences, and conversations in a new book called The New York Nobody Knows: Walking 6,000 Miles in the City.

His work illustrates the utility of ethnographic research as a means of public sociology. In addition to observing the social world around him, Helmreich engaged people he encountered on questions ranging from the best parks in the area to their opinions on social issues such as immigration and gentrification

Both the diversity of the terrain and the outspoken character of the people he encountered likely contributed to the depth of Helmreich’s research. A New Yorker, he says, “is gruff, fancies himself to be knowledgeable, and cannot resist a challenge of answering, on the spot, in a wisecracking type of way, a spontaneous question.”

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It’s been decided! The winner of the March 2013 TSP Media Award for Measured Social Science goes to:

“Anthropology Inc.,” Graeme Wood, The Atlantic.

Wood explains that corporations are seeking the help of social scientists to understand the qualitative dynamics of consumer behavior. To illustrate, Wood delves into one strategy consulting company’s struggle to understand consumers’ needs in China:

“We find that these objects have meanings, not just facts,” Madsbjerg says, “and that the meaning is often what matters.” So to sell a personal computer in China, for example, what matters is the whole concept of a “personal” computer, which is culturally wrong from the start. “Household objects don’t have the same personal attachment [in China as they do in America]. It has to be a shared thing.” So if the device isn’t designed and marketed as a shared household object, but instead as one customized for a single user, it probably won’t sell, no matter how many gigahertz it has.

TSP author Andrew Wiebe wrote a citing on this article which outlines the problem-solving Absolut Vodka did with the help of anthropologists. To see more examples of how social scientists are helping unearth consumer insights, check out Wood’s article—a lengthy, but fascinating read.

As we say often, the choice of each month’s TSP Media Award is neither scientific nor exhaustive, but we do work hard to winnow our favorite nominees. And, while we don’t have the deep pocketbooks to offer enormous trophies or cash prizes, we hope our informal award offers cheer and encouragement for journalists and social scientists to keep up the important (if not always rewarding) work of bringing academic knowledge to the broader public.

If you’d spent some time in the New York fashion scene and looked closely among the high heels, you might have spotted one model taking scrupulous field notes as seriously as she took the runway. Ashley Mears, assistant professor of sociology at Boston University and author of the book Pricing Beauty, immersed herself into the world of modeling by actually becoming a model. A recent New York Times’ T Magazine Blog interview with Mears got into what the world of fashion looks like through the eyes of and insider and the eyes of a sociologist.

Mears didn’t specifically set out to study fashion models, she claims: “Rather, I study questions of how cultural value gets translated into economic values.” In fact, she had only some limited teenaged experience in the field, and so it was a surprise when a “career” in modeling more or less fell into her lap—she was approached as she puzzled over her dissertation topic at a Starbucks.

From her life backstage, Mears was able to draw several conclusions on a lingering disconnect between traditional beauty and the type of look often revered on the catwalk. First and foremost, she says, fashion makes a distinction between mass appeal and cultural prestige:

The commercial end… [does the] kinds of jobs that are intended to sell things, to move merchandise. They have to resonate with a mass audience. The editorial end is the elite end, it’s by far the more prestigious end … And they look really strange. They don’t resonate with a mass audience, and that’s the point. They’re not intended to. That’s kind of a general principle that we take from the art world. The more people a specific piece of art is intended to make sense to, the less valuable on the whole it is.

And why do the elite modeling specifications require an extraordinarily tall, extraordinarily thin, white woman? For Mears, it all stems from class:

If you look at a historical trajectory of what, in Western society, elite culture values, it’s this prized aesthetic for women with extremely thin, taut, controlled bodies. A corpulent body, a body with rolls and with flesh, is a body that signals looseness, sexual availability, and is antithetical to a kind of “elite” body. You can see this in strip clubs as well. There’s some ethnographic work that shows that strip clubs that cater to higher-class audiences have thinner women, and whiter women. You see it reproduce in all kinds of different settings.

Whether in boxing clubs or factories or catwalks, sociologists have a rich history of this kind of embedded ethnography. To read more about Mears’s research, visit her Boston University website here or pick up a copy of her book.