Archaeological Anthropology, one of the four Anthropological subfields is the study of the material remains (artifacts) of past human experience/activity. Prehistoric archaeologists study artifacts of peoples without written records; historical anthropologists (ethnohistorians) study the artifacts of peoples with recorded written records. Biological/Physical Anthropology involves evolution of species, mainly Homo sapiens. Paleoanthropologists are biological anthropologists specializing in the analysis of human fossils; primatologists are biological anthropologists studying human geneticists, along with Homo sapiens ape, monkey, and “related” cousins. Linguistics analyzes gestural, spoken, and written forms of language/communication. (Linguists is spoken about in more detail on U4H, Inc.’s www.TheLanguageOfDomainNames.com and www.TheEvolutionAndDigressionOfWords.com)
Cultural/Sociocultural Anthropology is that which primarily fuels Business Anthropology. Cultural Anthropologists study one or more cultural groups/domains. Cultural Anthropologists strive for a sense of understanding in a “holistic” and broad based global perspective; they strive to see the world though other’s eyes and minds with a nonjudgmental orientation. This “scientific” description of individual cultures is called “ethnography.” Though ethnographers might try to describe a culture or social group; and this description/illustration might include the group’s economy, environment, history, politics, and religion, no one study, or series of studies can accurately capture an entire group, or culture. Culture is lived and experienced.
There are many ways to approach ethnographic research when trying to gain “emic,” and “etic” perspectives. An emic perspective is the native’s perception of reality, and this perspective is at the heart of being able to accurately describe behaviors, situations, and actions. Differing perceptions of reality are clues to understanding maladaptive behavioral patterns. An etic perspective is an external, “scientific,” social perspective on reality. With both emic and etic perspectives, ethnographers can make sense of what they collected and experienced in both the native’s eye, and their own social/scientific analysis. Cultural Anthropologists also use macrolevel, and microlevel studies to gain emic and etic perspectives. A macrolevel study focuses on the big picture, such as world wide systems and markets. Microlevel studies focus on an up-close, under a microscope view of an extremely defined activity, or aspect of a cultural domain.
Participant observation is a fancy way of saying immersion in a culture. Ideally, the longer one can observe, and immerse themselves in a community/culture, the researcher can internalize and interpret many actions, aspirations, expectations, desires, fears, hopes, and rational of those being researched/studied. Some engaging in participant observation still allow personal distance; and at times are detached to allow for adequate observation, recording, and synthesis of data.
Throughout the ethnographic process interviewing—asking questions in a native tongue/language is the most efficient way to gather data/information. These interviews should be somewhat on an unconscious and informal manner, with non-threatening questions. Once comfort levels are established, questions can become more “personal.” Asking and understand in the native tongue is of pinnacle importance; and when translating it is important to preserve the essence, meaning, and understanding.
A structured interview is much the same as a questionnaire Anthropologically speaking. These informal/rigid forms of exchange have pros and cons. The researcher/interviewer doesn’t really know if he or she is on the same frequency as the respondent. Misrepresentations are commonplace with questionnaires and statistical analysis because individuals conform to certain images they “believe/think” are important. On the other hand, sometimes with this limited contact/interaction, inhibitions and walls fall manifesting candid answers. When remaining autonomous and anonymous; knowing one’s overall perception of you cannot change because it is unknown, could provoke one to act candidly, or in a recklessly.
Tape recorders, cameras, video cameras, and computers as soon as they were made available have always accompanied ethnographers during “fieldwork” in addition to a pencil and paper. This is important to note, because not all of these tools are utilized by Business Anthropologists. Business Anthropology applies theories and methods of cultural anthropology in the corporate realm, but in order to make it “credible” it dresses it up in fancy suits, theories, research, and jargon. The “business” aspect of Business Anthropology isn’t how it looks, how it is approached, or how it is dressed up; the business is success and achieving positive end results.
Business Anthropology is believed by some to be developed/defined and effective; in actuality all it is regurgitated modals of thought with limited effectiveness and small results. What is it right now, and how is it being practiced? Before answering this, it is important to remember that there are only two factors that make things true: belief, and observable results. If you believe what you observe to be monumental, or insignificant, who is to say otherwise?
Business Anthropologists currently study marketing and consumer behavior, organizational theory/culture and human resources, and international business (international marketing, intercultural management, international/intercultural communication). Business Anthropologists to date have “years of fieldwork, anthropological models/methods, intelligent research, designs/implementation strategies,” and perhaps a Ph.D. This translates to a lack of true technical understanding, corporate understanding, economic knowledge, and adaptability concerning business. Business Anthropologists hail in and from ivory towers and they have become complacent with their techniques, methods, and results.
In many cases surprisingly enough, this complete and total lack of inabilities coupled with academic kudos/accolades works to the advantage of business anthropologists and corporate entity. Business Anthropologists have the ability to gather information, and observe from the ground up, with fresh eyes. Everything they observe and learn is truly a new experience. They bring interesting perspectives, and not so much formulate solutions because they do not truly have a sense of the “big picture;” but are the impetus/catalyst allowing corporations to find solutions.
A successful business needs money. At the end of the day, a business cannot do anything without money. Business Anthropologists to date do not have a fervor and thirst for the bottom line; they do not realize the true power of and necessity to generate money. Bells, whistles, and pseudo-intellectual jargon coupled with minimal effectiveness will not work forever. A corporate entity wants to see increased revenue, decreased expenses, and increased efficiency. A corporate entity wants to see and know and quantify immediate returns and rewards for hard and smart work; as well as understand, and accurately predict the effects and rewards for hard and smart work now that will pay off in the near future. Ten years down the road, doesn’t help a corporate entity today; and without today tomorrow will never exist.
Ethnographic and observational research; cross cultural analysis; traditional economic and marketing research; discussions and interviews; consumer evaluations and product development analysis; web site efficiency, construction, feedback, and usability; and intense focus groups are valuable and effective. If the greatest Business Anthropologists know everything there is to know about Anthropology, Business, Marketing, Economics, Advertising, Human Resources, Psychology of Consumers and Workers, and Sociology—they would have many, many bags, with many pieces to put together and no real glue.
The weakest component of Business Anthropologists, consultants, and corporations to date is the understanding of, and the ability to effectively/efficiently utilize “AVAILABLE TECHNOLOGIES.” And this means not only where technology is now, and what technologies can be implemented and expounded upon; but also a sense of where will technology be; how different individuals can, will, and do utilize these technologies; and how can a corporation create the times in their industry, set standards, and exist in the “future.” How can corporations assist themselves and customers through the use of current and effective technologies?