Multifaceted Autoethnography: Theoretical Advancements, Practical Considerations and Field Illustrations

Henna Syrjälä (Editor)
University of Vaasa, Vaasa, Finland

Anu Norrgrann (Editor)
Hanken School of Economics, Vaasa, Finland

Series: Research Methodology and Data Analysis
BISAC: SOC026000



Volume 10

Issue 1

Volume 2

Volume 3

Special issue: Resilience in breaking the cycle of children’s environmental health disparities
Edited by I Leslie Rubin, Robert J Geller, Abby Mutic, Benjamin A Gitterman, Nathan Mutic, Wayne Garfinkel, Claire D Coles, Kurt Martinuzzi, and Joav Merrick


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This book provides theoretical, methodological and practical insights into the use of autoethnography as a research methodology. Autoethnography offers unique possibilities to gain an in-depth understanding of social and cultural contexts as well as research topics through description and reflective analysis of personal, lived experiences. In this methodology, the researchers’ self-narratives enable exceptional insider perspectives into phenomena that can otherwise be inaccessible, or where similar situated understanding is difficult to attain through other methods. Yet, the book discusses how autoethnography goes beyond researchers’ self-stories by making sense of the complex social worlds where the studies take place.

The seven autoethnographies of the book demonstrate the multifacetedness of this approach in an intriguing and insightful way. The collection showcases different types of autoethnography, and illuminates practical as well as ethical considerations in conducting this type of research. The contributors of this collection also take us on fascinating journeys into their fields around the globe, demonstrating how autoethnography can be applied in versatile ways. The book highlights how it can be employed for different purposes and to approach multifarious cultural phenomena in a variety of academic disciplines, from information systems, tourism, and consumer research to education, literature and psychology.

For researchers and students with an interest in qualitative research methodology, this book offers rich and captivating illustrations of the opportunities and benefits as well as practical tools for avoiding pitfalls while using this methodology. The field provides accounts into different cultural phenomena, making the book not only an educational, but also an exciting read.


Chapter 1. A Layer Framework for a Precise, Consistent and Contributive Autoethnography
(Jim Costello, Joseph Feller, and David Sammon, Business Information Systems, Cork University Business School, University College Cork, Ireland)

Chapter 2. Close Relatives and Autoethnography: An Intimate but Problematic Relationship
(Geraldine Degabriele Pace, Independent Scholar)

Chapter 3. Collaborative Autoethnography as a Pedagogical Method: Women Family Therapists Storying Their Latin American Heritages
(Marcela Polanco, Kristen N. Garza, Adriana R. Lozano, Eleany Ochoa, Anna B. Rodríguez, Susie A. Chavarría-Torres, Psychological Services of Spanish Speaking Populations (PSSSP) Certificate, Our Lady of the Lake University, San Antonio, TX, US)

Chapter 4. A Bag of Oranges and a Communal Lunch: Intra-Action of Matter and Becoming
(Elmarie Kotzé, Te Oranga School of Human Development, Faculty of Education, University of Waikato, Aotearoa New Zealand)

Chapter 5. The Body in Autoethnography
(Anu Valtonen, Faculty of Social Sciences, University of Lapland, Rovaniemi, Finland, and Minni Haanpää, Multidimensional Tourism Institute, University of Lapland, Rovaniemi, Finland)

Chapter 6. Autoethnography in the Digitalized World: Using Auto-Netnography in Analyzing Object Agency in Home Assemblage
(Henna Syrjälä, School of Marketing and Communication, University of Vaasa, Vaasa, Finland, and Anu Norrgrann, Department of Marketing, Hanken School of Economics, Vaasa, Finland)

Chapter 7. The “Author on the Run”: An Autoethnography of Digital Fiction in Online Collaborative Writing Communities
(Gabriele Rebagliati, Graduate School of Social Informatics, Aoyama Gakuin Daigaku, Tokyo, Japan, and Arvin Abejo Mangohig, College of Arts and Letters, University of the Philippines, Diliman, The Philippines)


“This is essential reading for anyone wanting to find an easily accessible, yet critical and comprehensive information about autoethnographic approaches. It fills an important gap in qualitative consumer research and provides authoritative guidance that both students and seasoned scholars will find useful.” - Richard Kedzior, Bucknell University

“This book provides an important resource in the development of autoethnography within the academy. Drawing on a range of perspectives, styles and disciplinary contexts, the authors demonstrate the diversity and flexibility of autoethnography for exploring a range of complex issues. This collection will prove invaluable to those considering taking up the challenge of autoethnography.” - Katherine Dashper, Leeds Beckett University

Keywords: Autoethnography, collaborative autoethnography, analytic autoethnography, evocative autoethnography, ethnography, qualitative research, research methodology, cultural research, observational research, self-narrative, introspection, data generation, reflexivity, research ethics, community membership, social interaction

The target audience for this book consists mostly of academics interested in qualitative methodologies, in particular ethnographic studies. This book is capable of attracting both academics that are more experienced, as well as those doing their doctoral or even under-graduate studies. Thus, it may be employed also among teaching materials. As the chapters of the book provide very vivid and interesting stories of cultural and societal phenomena from the angles of multiple fields of science, including business studies (marketing, management, tourism, and information systems), pedagogy, psychology and literature, it has potential to interest a broad, cross-disciplinary readership within social sciences, and arts and humanities.

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