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Technology and Corporate Ethnography

Key information

  • Module code:

    7SSMM124

  • Level:

    7

  • Semester:

      Spring

  • Credit value:

    15

Module description

Over the past few decades, global technology companies have increasingly integrated ethnographic approaches into their design and innovation work. Indeed, ethnographic studies are to be found underpinning work in the research labs of Microsoft, Intel, Nissan, Google, IBM, Yahoo! and more. These developments also resonate closely with the user-centred focus of the ‘design thinking’ movement.

This module explores the reasons why this qualitative social science approach has been drawn into the work of major technology (and, indeed, consumer insight) firms. It also provides foundational training in the approach and explores some of the wide-ranging contributions that ethnographic studies make to our understanding of technologies-in-use. Finally, the module reflects on how ethnography is embedded within global design work in multi-national corporations.

In addressing these issues, the module draws on recent research within disciplines such as management and organisation studies, Human Computer Interaction (HCI), Computer-Supported Cooperative Work (CSCW), sociology and social anthropology. The module is built around a series of studies of technologies-in-use in everyday social and organisational settings; analysing technologies ranging from doors, photocopiers & fridges through to robots, expert systems & autonomous vehicles.

The contributions of these ethnographic studies of work and technology – known variously as ‘workplace studies’, ‘design ethnography’ and ‘corporate ethnography’ – allow us to re-consider the relationship between people and technology and to re-think core concepts relevant to the design and evaluation of technologies in organisation; concepts such as ‘expertise’, ‘realism’ and ‘reliability’.

Assessment details

Presentation (10%) 

3000 word essay (90%) 

Educational aims & objectives

The purpose of this module is to:

  • Evaluate the relative strengths and weaknesses of different social scientific approaches for understanding technology at work;
  • Highlight the importance of understanding work practice for successful technology projects;
  • Consider the ways in which ethnographic approaches in the social sciences can inform technology design, deployment and evaluation;
  • Discuss how global firms such as Microsoft, Intel and Yahoo! are adopting ethnographic approaches to analyse technology users and consumers.

Learning outcomes

Through successful participation in the module, you will be able to: 

  1. Enhance your understanding of how the analysis of ‘thick data’ (especially ethnographic observations) can inform enduring organisational issues and challenges relating to the design, use and deployment of new technologies;
  2. Evaluate the ways in which this form of analysis is translated into practice in global technology companies and consultancies;
  3. Critically analyse both the ‘hype’ around new technologies and the impact, opportunities and unintended consequences of those technologies on multiple users and stakeholders;
  4. Systematically analyse the use of technology through qualitative (especially ethnographic) methods and approaches;
  5. Create a novel, self-directed study of technology-in-use; enhance your written and oral interpersonal communication skills through the presentation of study findings; and respond to feedback in developing your work.

Teaching pattern

Across the semester teaching is expected to comprise of:

  • 10 hours lectures
  • 9 hours tutorials

You will also be expected to spend time preparing for classes and working on the assessment tasks each week. The combined hours of classes and independent learning should equate to at least 15 hours a week.

Suggested reading list

The module mainly uses specialist journal articles, but for a general overview, see:

Szymanski, M.H. and J. Whalen (Eds.) (2011) Making Work Visible: Ethnographically grounded case studies of work practice. Cambridge: Cambridge University Press.

Jordan, B (Ed.) (2012) Advancing Ethnography in Corporate Environments. Left Coast Press.

Luff, P., Hindmarsh, J. and C. Heath (eds.) (2000) Workplace Studies. Cambridge: Cambridge University Press.

Cefkin, M. (Ed.) (2010) Ethnography and the Corporate Encounter. Berghahn Books.

Button, G. and W. Sharrock (2009) Studies of Work and the Workplace in HCI: Concepts and Techniques. Morgan & Claypool.   

Department

Module description disclaimer

King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study. Therefore, modules offered may change. We suggest you keep an eye on the course finder on our website for updates.

Please note that modules with a practical component will be capped due to educational requirements, which may mean that we cannot guarantee a place to all students who elect to study this module.

Please note that the module descriptions above are related to the current academic year and are subject to change.