Applying Systematic Combining Using Abductive Logic to Video-Ethnography

This paper described how researchers applied systematic combining using abductive logic, to create a video-ethnography that explored sustained celebrity worship/fandom within a micro-community. Researchers employed an iterative non-linear process in which they moved from the literature, to interview transcripts to the visual and/or audio data, and back to the field (not necessarily in that order) to shape their understanding. In adopting this exhaustive approach they strove to increase the veracity and richness of their findings. They concluded that prolonged analysis of audio and/or visual recordings featuring informants likely reduced their objectivity due to a tendency to unconsciously engage in empathetic identification.

Citation:

Paul Henry and MaryLouise Caldwell (2006) ,"Applying Systematic Combining Using Abductive Logic to Video-Ethnography", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 133-134.