Doing Visual Ethnography by Sarah Pink – A book review
Jason mentioned recently his desire to throw a book across a room in frustration at the contorted writing of the author. While I did not ultimately use this book as a projectile, it was a close run thing, and the volume did teeter on the tips of my fingers on several occasions.
First of all I had to come to terms with the author. I had no idea what visual ethnography is. Pink defines ethnography as:
“an approach to experiencing, interpreting and representing culture and society that informs and is informed by sets of different disciplinary agendas and theoretical approaches.” (22)
Right.
The Oxford English Dictionary provides a slightly more straightforward definition: “the scientific description of races and cultures of humankind.”
In essence, then, visual ethnography entails the use of visual images, photographs, videos and multimedia in studying and analysing culture and race.
“A picture is worth a thousand words”.
This book looks at the use of pictures and images of various kinds in this particular field of research and their interaction and use with written text.
Invariably, when we look at images, we interpret them in many different ways and through various filters. Pictures can evoke in us feelings and emotions and can provide us with a wealth of information. The question is whether the information that is given and received is objectively true or is subjectively variable. In this context, Pink addresses the concept of “reflexivity” in research and in visual ethnography – that is the “bias” or “lens” of the researcher, the informant or the reader in capturing, presenting and interpreting visual images. She argues that factors such as “theoretical beliefs, disciplinary agendas, personal experience, gendered identities and different cultures” come into play. (39)
So different people can capture, use or look at the same image and interpret and understand the image in very different ways in their study and research and understanding of culture. Scientific-realist ethnography seeks to portray “the” truth, whereas reflexive ethnography asserts that there is no objective truth. Pink focuses on the latter and the involvement and the centrality of the researcher or informant or viewer/reader in determining and interpreting meaning.
The book is divided into three parts:
Part 1 looks at the theoretical context and the ethics of visual ethnography. How is information captured and distributed. What ethical considerations are involved (permissions for use, potential audiences etc.)
Part 2 has a chapter each on video and photography and looks at the issue of interpretation and the relationship between images and words.
Part 3 looks at the presentation of visual research, with chapters on the use of photography in printed text, videos and multimedia.
There is no doubt that we are living and working in an increasingly interconnected, visual and technologically complex world. There has been a real increase in the use of various visual media in gathering and presenting and interpreting information and knowledge (look at online newspapers and their increased use of video etc.).
While I do understand a little more the subject of visual ethnography than I did before I ‘inspectionally’ read this book, I am not sure to what degree it has informed or helped me in how I might use photographs, videos or multimedia in my research work. I was a little too blinded by the science.
All I can say at this stage is: thank God for Adler.
Geoff Lee
About the Author
Geoff Lee
10 responses to “Doing Visual Ethnography by Sarah Pink – A book review”
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I’m with you. I had no idea what ethnography was either. Sounds like a fancy name for documentary. Great minds think alike on the quote, “A picture says a thousand words”. I used that too. I’m gathering you preferred Alder. In what way?
Thanks for your comment Jennifer.
My reference to Alder was simply to say that I was grateful for the ability to skim read this book! British sarcasm at work….
Geoff,
I got the jest of what ethnography was but to explain it with our reading the definition, would be a challenge. In regard to the photos, its all in the layout of the storytelling. The video to me would me more challenging. Would you be able to use this tool in your research?
Hi Lynda
Thanks for your comments.
As I think about it, I do use imagery and video and multimedia in a church setting fairly consistently. I am as yet undecided on my research field and am not sure how I will use imagery and media in my research, or how this book will help me do so…
Geoff
I appreciate you summarized reflection of Sarah Pink’s book. I am also glad that you did not feel the guilt of not reading this book cover to cover. What are your thoughts on how this methodology will evolve in the near future? How can this methodology be adopted for the research you will conduct for your dissertation?
Hi Christal
I think it is evolving all the time. Our children are growing up in a much more visual world. The internet, social media, 24-hour news, virtual media are changing the way we gather and present and receive information. As a child, and even now, if a I wanted to learn how to do something, I read a book. Now my kids watch YouTube videos.
On your second question, see my reply to Lynda 🙂
Geoff
One wonders if she couldn’t have said it all in a much shorter space.
I believe that chapter two was the strongest. I found myself fighting to stay on task through some of the reading. I know that it is a immature thing to say “this book needed more pictures.” Yet, the title of the book was DOING Visual Ethnography. I cannot understand why there was so much text and so few illustrations. That would have made it much better.
For example, I was intrigued by the discussion of the photographs of the Superbowl from an alternative perspective from Dona Schwartz. I looked online, but could not find any images from this project. Instead of just talking about it, having the illustrations in the book would have made it so much better.
Geoff, when I knew that I was not going to get to my blog post until late last night, I made the decision that I wouldn’t read anyone else’s posts before I wrote my own. Maybe I should have read yours!
Not only did I enjoy it, but there was quite a bit of overlap between your thoughts and mine and you managed to deliver them much more clearly and concisely. Well done!
Geoff: I know that you are pastoring. Pink says that since the 90s media has had an impact on Ethnographic research and the search for knowledge/knowing. I’m wondering how you have seen it impact the local church where you are. I know it’s a bit off topic but I’d be interested in your view.