Convergence,Challenges,and Responses:The Impact of Big Data Technology on Anthropological Ethnography
Anthropologists hold diverse and ambivalent attitudes towards big data.Some of them believe that traditional ethnographic fieldwork still should dominate anthropological methods,therefore viewing large-scale data collection and a-nalysis as merely complementary to qualitative re-search.This paper holds that clarifying the rela-tionship between big data and anthropological eth-nography can be of great significance for advancing anthropological methods.Therefore,this study tries to explore the convergence of big data technol-ogy and anthropological ethnography across three key dimensions:Ontology,epistemology,and methodology.In ontology,big data scientists and ethnographers jointly focus on reframing new"real-ities"as represented by big data.In epistemology,attention is paid to how knowledge definitions are evolving,driving the personalization and diversifi-cation of knowledge.In methodology,the fusion of big data with traditional ethnographic methods has led to the development of enhanced ethnography,online ethnography,and offline ethnography,pro-moting innovation and expansion in ethnographic research methods and scope,and introducing new perspectives and approaches for understanding so-cial and cultural phenomena.However,big data also presents challenges to anthropological ethnography,particularly concern-ing technological dependence,data saturation,and ethical privacy concerns.Researchers may exces-sively rely on technology,neglecting the humanis-tic aspects inherent in data,potentially rendering research impersonal and mechanistic.Additional-ly,researchers face data overload and the selection difficulties of relevant information.Furthermore,key problem-solving strategies in big data analysis may affect the objectivity and accuracy of research,overlooking contextual influences on data interpre-tation.Ethical and privacy issues also seem to be looming large,with such issues as individual priva-cy rights as well as a growing prominence of con-troversies surrounding data ownership and misuse.Moreover,big data may introduce biases,under-representing the voices of marginalized and minori-ty groups,exacerbating the digital divide issue.In response to these challenges,this study be-lieves that anthropological ethnography needs adopt a cautious approach to integrating big data technol-ogy.Anthropologists could address these challen-ges by focusing on"thick data"and simultaneously valuing"small data."Firstly,adopting the princi-ples of"thick description"and"thick data,"em-phasizing in-depth,qualitative data to uncover the motives and cultural backgrounds underlying hu-man behavior from diverse perspectives.Simulta-neously,valuing"small data,"namely micro-level data generated by individuals or groups,could help identify patterns and phenomena from an intensive and comprehensive perspective,ensuring research depth and accuracy.Regarding ethical issues and privacy security,researchers should ensure in-formed consent and privacy protection,prioritize ethics education and training,establish independ-ent ethics review processes,promptly respond to participants'feedback and concerns,and safeguard participants'rights and research legitimacy.In conclusion,the above confirms the prevail-ing notion that the advent of big data expands the scope and tools of ethnographic research,promo-ting the integration of digital ethnography with big data.This development trend requires ethnogra-phers to be more flexible,pay attention to interac-tion with technology and interdisciplinary coopera-tion to adapt to and leverage emerging digital re-search tools innovatively.Currently,anthropologi-cal research in our country also needs to integrate qualitative and quantitative methods,learn to use digital tools,while at the same time exercise cau-tion regarding technological dependence and data overload Overall,anthropological ethnography methods in the era of big data demands a balanced integration of traditional methods and modern tech-nology to more comprehensively and deeply under-stand and interpret social and cultural phenomena.
big databig data technologyanthropological ethnographyvirtual ethnography"thick data""small data"
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