Using an ethnographic case study approach to identify socio‐cultural discourse

Abstract

PurposeThe purpose of this paper is to describe a research methodology that was used to identify dominant socio‐cultural discourse using a feminist post‐structural lens.Design/methodology/approachBased on a literature‐based study focusing on research methodology and theoretical frameworks, the conduct of an ethnographic case study is described in detail. A discussion of the reporting and analysis of the data is also included.FindingsThe study indicates that using an ethnographic case study approach is a very effective tool for identifying dominant socio‐cultural discourses. This in turn can lead to greater emancipation for women through discourse analysis and re‐positioning.Research limitations/implicationsThis paper presents a focused literature study and contains a description of an effective research methodology for specific purposes. It may be of use to others interested in conducting similar types of research.Practical implicationsThe study indicates that using unstructured interviews and a narrative reporting technique is a valuable way to collect data about socio‐cultural discourses in an Arabic context. The importance of the position, power, and reflexivity of the interviewer is also explored. In addition, the study suggests that successful feminist movements should be gradual and should take into account societal discourses to allow women to gain emancipatory action through re‐positioning themselves within their societal discourses.Originality/valueThe paper is one of the few attempting to describe an ethnographic case study approach with a feminist, post‐structuralist view in an Arab context.