The idea of Autoethnography is so foreign to me. So far in my academic career I’ve transformed from the high school system “1st person is evil”, to welcoming how your cultural perceptions has shaped how you understand a situation. Ellis et al. defines Autoethnography as:
“An approach to research and writing that seeks to describe and systematically analyse (graphy) personal experience (auto) in order to understand cultural experience (ethno)”
Therefore, this incorporates how a person understands a situation or event due to how their personal experiences have shaped their way of thinking. To be an autoethnographer, you must first explain your cultural upbringing to your readers/audience and then critically analyse how this has formed your understanding.
If you read my last blog, I attempted a little autoethnography, by critically analysing how I took meaning from watching Godzilla based on my cultural upbringing. It was a different approach to writing that I haven’t noticed myself using up to this point in my academic career. Yet, it makes sense to use this form of research and writing, because it can be used as a tool for further understanding of yourself and those around you.
I noticed myself doing this in my recent travels to Cambodia. I was sitting on a beach, and women were walking up and down the beach selling foot rubs, manicures and pedicures to tourists. I was approached by one woman who was driven to make me buy something from her. I noticed the difference between the selling techniques used by advertising company’s in Australia and her persuasion techniques. She rubbed her hand on my legs and said “Oh! So hairy! You need threading”. I realised this must be how they try to persuade tourists to pay for them for a beauty service. Thinking back to how someone would sell me something in Australia compared to how things are sold in Cambodia is very different. This event made me interested in how the media sold products to Cambodians, and noticed a lot of downgrading their own beauty in order to sell their products. Most of the models on the packaging were white, or looked very similar to white people. This sets the standard of “beauty” in Cambodia and tells people that they aren’t beautiful unless they look white.
I think to how the media sells me products, and I notice a lot of the similar sort of advertising techniques. Therefore, I am interested in researching further into how the Asian advertising market sells its products as part of an autoethnographic project.
Ellis, C, Adams, T.E & Bochner, A.P. 2011, ‘Autoethnography: An Overview’, Forum: Qualitative Social Research, Vol. 12, No. 1, <http://www.qualitative-research.net/index.php/fqs/article/view/1589/3095>