The ethnographic turn

The ethnographic turn refers to a shift in social sciences where researchers began prioritizing detailed, firsthand observations of people's daily lives and cultures, rather than relying solely on surveys or theoretical models. This approach emphasizes understanding how individuals interpret their own experiences within their social contexts. Essentially, it values in-depth, immersive research—like living in a community or observing interactions directly—to gain richer insights into human behavior and social processes. It highlights the importance of context and lived experience in understanding complex social phenomena.