3.2 Traditional Ethnographic Approaches

3.2.1 Early Armchair Anthropology

Before ethnography was a fully developed research method, anthropologists in the nineteenth and early twentieth centuries used techniques that were much less reliable to gather data about people throughout the world. From the comfort of their homes and library armchairs, early scholars collected others’ travel accounts and used them to come to conclusions about far-flung cultures and peoples. The reports typically came from missionaries, colonists, adventurers, and business travelers and were often incomplete, inaccurate, and/or misleading, exaggerated or omitted important information, and romanticized the culture.

Early scholars such as Wilhelm Schmidt and Sir E. B. Tylor sifted through artifacts and stories brought back by travelers or missionaries and selected the ones that best fit their frequently preconceived ideas about the peoples involved. By relying on this flawed data, they often drew inaccurate or even racist conclusions. They had no way of knowing how accurate the information was and no way to understand the full context in which it was gathered.

The work of Sir James Frazer (1854–1941) provides a good example of the problems associated with such anthropological endeavors. Frazer was a Scottish social anthropologist who was interested in myths and religions around the world. He read historical documents and religious texts found in libraries and book collections. He also sent questionnaires to missionaries and colonists in various parts of the world asking them about the people with whom they were in contact. He then used the information to draw sweeping conclusions about human belief systems. In his most famous book, The Golden Bough, he described similarities and differences in magical and religious practices around the world and concluded that human beliefs progressed through three stages: from primitive magic to religion and from religion to science. This theory implied that some people were less evolved and more primitive than others. Of course, contemporary anthropologists do not view any people as less evolved than another. Instead, anthropologists today seek to uncover the historical, political, and cultural reasons behind peoples’ behaviors rather than assuming that one culture or society is more advanced than another.

The main problem with Frazer’s conclusion can be traced back to the fact that he did not do any research himself and none of the information he relied on was collected by an anthropologist. He never spent time with the people he was researching. He never observed the religious ceremonies he wrote about and certainly never participated in them. Had he done so, he might have been able to appreciate that all human groups at the time (and now) were equally pragmatic, thoughtful, intelligent, logical, and “evolved.” He might also have appreciated the fact that how and why the information is gathered affects the quality of the information. For instance, if a colonial administrator offered to pay people for their stories, some of the storytellers might have exaggerated or even made up stories for financial gain. If a Christian missionary asked recently converted parishioners to describe their religious practices, they likely would have omitted non-Christian practices and beliefs to avoid disapproval and maintain their positions in the church. A male traveler who attempted to document rite-of-passage traditions in a culture that prohibited men from asking such questions of women would generate data that could erroneously suggest that women did not participate in such activities. All of these examples illustrate the pitfalls of armchair anthropology.

3.2.2 Out of the Armchair: Into the Field

Fortunately, the reign of armchair anthropology was brief. Around the turn of the twentieth century, anthropologists trained in the natural sciences began to reimagine what a science of humanity should look like and how social scientists ought to go about studying cultural groups. Some of those anthropologists insisted that one should at least spend significant time actually observing and talking to the people studied. Early ethnographers such as Franz Boas and Alfred Cort Haddon typically traveled to the remote locations where the people in question lived and spent a few weeks to a few months there. They sought out a local Western host who was familiar with the people and the area (such as a colonial official, missionary, or businessman) and found accommodations through them. Although they did at times venture into the community without a guide, they generally did not spend significant time with the local people. Thus, their observations were primarily conducted from the relative comfort and safety of an armchair.

Polish anthropologist Bronislaw Malinowski’s (1884–1942) pioneering method of participant observation fundamentally changed the relationship between ethnographers and the people under study. In 1914, he traveled to the Trobriand Islands and ended up spending nearly four years conducting fieldwork among the people there. In the process, he developed a rigorous set of detailed ethnographic techniques he viewed as best-suited to gathering accurate and comprehensive ethnographic data. One of the hallmarks of his method was that it required the researcher to get off the armchair to interact with and even live among the natives.

In a well-known book about his research, Argonauts of the Western Pacific (1922), Malinowski described his research techniques and the role they played in his analysis of the Kula ceremony, an exchange of coral armbands and trinkets among members of the social elite. He concluded that the ceremonies were at the center of Trobriand life and represented the culmination of an elaborate multi-year venture called the Kula Ring that involved dangerous expeditions and careful planning. Ultimately, the key to his discovering the importance of the ceremony was that he not only observed the Kula Ring but also participated in it. This technique of participant observation is central to anthropological research today. Malinowski did more than just observe people from afar; he actively interacted with them and participated in their daily activities. And unlike early anthropologists who worked through translators, Malinowski learned the native language, which allowed him to immerse himself in the culture. He carefully documented all of his observations and thoughts. Malinowski’s techniques are now central components of ethnographic fieldwork.

3.2.3 Salvage Ethnography

Despite Malinowski’s tremendous contributions to ethnography and anthropology generally, he was nevertheless a man of his time. A common view in the first half of the twentieth century was that many “primitive” cultures were quickly disappearing and features of those cultures needed to be preserved (salvaged) before they were lost. Anthropologists such as Malinowski, Franz Boas, and many of their students sought to document, photograph, and otherwise preserve cultural traditions in “dying” cultures in groups such as Native Americans and other traditional societies experiencing rapid change due to modernization, dislocation, and contact with outside groups. They also collected cultural artifacts, removing property from the communities and placing it in museums and private collections. This is what is known as salvage ethnography, the process of documenting and writing stories about people who were thought to be near extinction.

black and white photo of Bronislaw Malinowski (center) with Trobriand Islanders.
Figure 3.3: Bronislaw Malinowski (center) with Trobriand Islanders circa 1918

Others who were not formally trained in the sciences or in anthropology also participated in salvage activities. Photographers, artists, and documentarians have likewise attempted to capture and preserve traditional indigenous life in paintings and photographs. For instance, in his “documentary” film Nanook of the North (1922), Robery Flaherty filmed the life of an Inuit man named Nanook and his family in the Canadian Arctic. In an effort to preserve on film what many believed was a traditional way of life soon to be lost, Flaherty took considerable artistic license to represent the culture as he imagined it was in the past, including staging certain scenes and asking the Inuit men to use spears instead of rifles to make the film seem more “authentic.”

Seeing these people as living fossils is rooted in western ethnocentrism. This view is born from an inherently racist desire to “civilize the savage”. It assumes that non-western cultures have only two choices – to evolve (ie “westernize) or go extinct.

Today, more anthropologists are involved in unearthing the racist roots of the discipline. Anthropology as a discipline is invested in highlighting that human cultures constantly change as people respond to social, political, economic, and other external and internal influences. In contrast to a historical white supremacist approach, today’s anthropologists work to show that there is no moment when a culture is more authentic, more civilized, or more primitive. They acknowledge that culture is fluid and cannot be treated as isolated in time and space. Just as we should not portray people as primitive vestiges of an earlier stage of human development, we also should not romanticize a culture or idealize another’s suffering as more authentic or natural.

Quick Reading Check: Cultures around the world are constantly changing/adapting to new influences. Provide one example of culture change that is historical and one that is relatively new.

3.2.4 A Holistic Approach to Fieldwork

In the throes of salvage ethnography, anthropologists in the first half of the twentieth century actively documented anything and everything they could about the cultures they viewed as endangered. They collected artifacts, excavated ancient sites, wrote dictionaries of non-literate languages, and documented cultural traditions, stories, and beliefs. In the United States, those efforts developed into what is known today as the four-field approach or simply as general anthropology. This approach integrates multiple scientific and humanistic perspectives into a single comprehensive discipline composed of cultural, archaeological, biological/physical, and linguistic anthropology.

A hallmark of the four-field approach is its holistic perspective: anthropologists are interested in studying everything that makes us human. Thus, they use multiple approaches to understanding humans throughout time and throughout the world. They also acknowledge that to understand people fully one cannot look solely at biology, culture, history, or language; rather, all of those things must be considered.

The interrelationships between the four subfields of anthropology are important for many anthropologists today. Anthropologist Jason De León’s highly multidisciplinary work, “The Land of Open Graves” for example, combines forensic anthropology, archaeology, ethnography, (using a four-field perspective) to examine the ordeals faced by migrants along the United States-Mexico border. His research and fieldwork examine both the grueling life experiences of undocumented migrants as well as the unclaimed and unidentified remains of those poor souls for whom this journey claimed their lives. Through a combination of forensic science, ethnography, and investigation he can finally tell their story and makes us question the structural violence of American immigration policies here and abroad.

In another example, Peter Gordon spent many years living among the Pirahã tribe of Brazil learning their language and culture. He noted that the Pirahã have only three words for numbers: one, two, and many. He also observed that they found it difficult to remember quantities and numbers beyond three even after learning the Portuguese words for such numbers.[1]

Watch Pirahã Numerical Terms – In this short film, linguist Daniel Everett illustrates Pirahã numerical terms.

Although some scholars have criticized Gordon’s conclusions as overly deterministic, their work certainly illustrates the presence of a relationship between language and thought and between cultural and biological influences. Words may not force people to think a particular way, but they can influence our thought processes and how we view the world around us. The holistic perspective of anthropology helps us to appreciate that our culture, language, and physical and cognitive capacities for language are interrelated in complex ways.

Media Attributions


  1. Peter Gordon, “Numerical Cognition Without Words: Evidence from Amazonia,” Science 306 no. 5695 (2004): 496-499.
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Shared Voices: An Introduction to Cultural Anthropology [First Edition] Copyright © 2024 by Vanessa Martinez and Demetrios Brellas is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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