Chain Store

Maria Garduno

CSU Fresno

Sociology 176

The group that I studied focuses on providing the best merchandise for the customer.s My group of people create products such as shoes, t-shirts, sweaters and many more items. They mainly focus on developing new products that will catch the customer attention. They also keep up with the products that are trending at the moment and they try to make it better. The store is known for its competitiveness. My group of people tends to partner up with other brands and come up with a new product.

To be able to conduct my research I used three types of qualitative research. The first one that I used was the ethnography which involves me going out there and observe my group. The second one that I used was interviews where I had to go and interview the people that best fit for my research. The last method I used was content analysis for this I gathered several documents and examined them.  While I was conducting my research I was able to connect my observations to some sociological concepts. By doing this I was able to learn and understand more about my group.

Literature Review

Symbolic Interactionism

Symbolic Interaction focuses on how individuals use symbols to create meaning. Symbolic interaction also focuses on how meaning arises through interactions. The environment they surround themselves with also plays an important role in their lives. Society and social interactions shape one's self-based on what they see through their everyday life. Language is part of symbolic interaction. In this case,  language allows individuals to create meaning and understand those around them. If a person learns a language he/she is able to create and understand symbols. Once an individual learns a language they are able to name things. For example, they are able to know what a water bottle is and how it looks. Symbolic interaction is very important in people because it gives meaning to people's lives and shaped their behaviors. The main focus of this essay is to show how concepts as front stage/backstage, roles, teamwork, looking glass self, and stigma are tied us to symbolic interactionism. The following will describe the differences between the front stage/backstage is, what it means and why individuals use this method. On how individuals choose a certain role to play depending on the situation they encounter at the time. What teamwork is and how people view it and display it behind doors and in front of an audience. How the looking glass self brings meaning to our lives and how we try to shape how people see us.

Erving Goffman Dramaturgical Analysis theory believed that all human interactions were part of a grand play. Goffman also believed that we all have a role to play. Also, that individuals put on a show for others. That we individuals manage the impression others receive from us. Dramaturgy also consists of two regions which are Front stage and Backstage. Goffman states that front stage is the performance of a task. For example, the frontage is where a performance occurs and an audience is present. The front stage can also consist of the use of scrips/props.  In the other hand, the backstage is hidden from view of the audience. The backstage is where the individuals can prepare for the front stage. An example of this would be a theater musical. In this case, the front stage would be the dancers performing their performance in front of an audience. In this case, the audience is only seeing what the dancers want them to see. What the audience is not seeing is that in the backstage producers/staffs are making sure everything goes as planned. The audience is also not seeing how the dancers had to rehearse constantly to accomplish perfectionism. Goffman explains that people are constantly playing a role in their everyday life. Some of the roles we play is being a mom, sister, brother, daughter, employee, student, and etc. When we are playing the role of a student we are acting how a student should act. Being a student we have to attend class. When a student is attending a class he/she is giving the impression that they care about school and that they want to learn. This example is exactly what the dramaturgical analysis is pointing out on how our actions can shape the impression others receive from us. Dramaturgical Analysis also mentions the self. An example would be trying to portrait something that you are not. The use of social media helps individuals become something that they are not.  In many cases, people only share what they want their peers to see.

Symbolic interactionist is how individuals manage to interact with others. Individuals are also able to make sense and understand what is going on based on what they are facing at the time. Roles help us form our behavior and shape how we should interact with others. It is also very important to analyze our action from other viewpoints. When an individual takes a role that a person starts acting the way that role requires them to. For example, teachers, students, parents and etc have a role to play. The role of a teacher is to teach his/her students and help them with their educational plan. Roles  The role of a student is of going to school, learning, doing their homework and etc. Every role is different which has different expectations that need to be followed. Once an individual understands a role he/she needs to move on to the role taking. Role-taking consists of individuals getting entry to the information first. After they do that they need to come to an understanding of how they should act after that and on how that might make change their behavior. This is important because once an individual understands what role others are taking he/she is able to correlate how they should approach that role.  Individuals choose the role that best fits at that moment there can be times were that certain individuals have to change their own role just so it can correlate to those they are around with. This can be described as role taking.

This means that we as human being tent to change the way we act to be able to fit with those around us. We also tend to improvise once we are in that role. One of the main goals for role making is to resolve a conflict. Each individual needs to adapt to that role and play it out correctly so they don't have to face failure.

Teamwork is also linked to symbolic interactionism. For example, in the article called Enacting 'team' and 'teamwork': Using Goffman's theory of impression management to illuminate interprofessional practice on hospital wards by Simon Lewin and Scott Reeves points out how employees at a hospital setting are displaying themselves differently when it comes to in front of an audience. When it comes to nurses and doctors relationship it was described as a "parallel working" environment where limited information was shared (Lewin and Reeves 2011). In the other hand, all information would be shared backstage which could also be described as behind doors. For example, some of the staff would have corridor conversations where they would share all the information that needed to be shared. This action allowed the staff to keep a professional appearance in front of an audience. By doing this they are correlating themselves on how they want to act when it comes to the front stage. If this strategy was followed then those that were observing wouldn't be able to see the backstage interaction they would have. They would only be able to see the front stage which in this case is them working as a team and being professionals at the same time.  This is a great example of impression management in this case the staff is trying to shape people's views towards them. Interprofessional interactions play a role in impression management. In the interprofessional interactions, Lewis and Reeves mentioned that this is where the staff would display their tactic in front of an audience. In this case the nurse station, hallways, private rooms allowed them to talk freely away from the audience which allowed them to plan out how they wanted to act when they faced interprofessional interactions. Interprofessional interactions help create the illusion of teamwork/ professionalism in front of an audience.

The looking Glass-self is also linked to impression management and symbolic interaction. The looking glass-self was a concept introduced by Charles Horton Cooley in 1902. The method Cooley used to explain the theory was a mirror  "he used the image of a mirror to capture the idea of people imagining what they look like to others, then incorporating what they imagine into their own self-concept" (Dunn, Levine and Hogg 2010). What this means is that we humans tend to portray an image of ourselves to those that are around us. We are constantly worrying if those around us are going to judge us based on what we are showing to them. As a result, we as human beings end up shaping ourselves based on the judgments of others. This shows that our social interaction shapes our perception of what is acceptable and what is not. According to Cooley, this is how individuals develop their concept of self. One important thing is that we as humans constantly feel the need to be accepted and feel included. We humans believe we might be presenting yourself to others how we want to be presented. However, Cooley explains that we cannot know how we appear to others because everyone has a different perception of things. The main reason for this is because everyone associates themselves with different people that have similar perceptions to themselves. For example, a person that lives in America vs those that live in Mexico can have a different perception of what is being "cool". This might be because both states have their own costumes, beliefs and different associations. What America might think is acceptable Mexico might be against that. The overview of the looking glass self is to illustrate how individuals try to portray to those around thinking that they are presenting themselves how they want to be presented without knowing that those around them might not see them how they want to be seen.

Stigma also shares a common sense to the symbolic interaction theory. Stigma "is the of, or discrimination against, a person based on perceivable social that serve to distinguish them from other members of society" (Anon 2019). Stigma is constantly happening around us. Some of the main factor why stigma occurs is because we all have a different culture, race, and gender. Stigma is also linked to stereotypes. Individuals tend to stigmatized others because they are not like them. Stigma can also occur in at the work. For example, many employers require a background check. Doing a background check on someone can shape the employer's point of view towards that person. If the employee did, in fact, have a criminal record it is most likely that that person would not get employed. This is a case of stigma towards the employees because the employer is already labeling them as criminals and drawing a line between them. Blindness, HIV, Alcoholics, and Mental Illness is also part of a stigma. This happens because individuals tend to exclude others just because they are different from them. When it comes to alcoholics people label them as addicts and troubled people. When an individual finds out someone has HIV we are quick to judge them and exclude them from the rest of us. This is examples of how we as individuals tend to stigmatized others based on their appearance or beliefs.

Therefore front stage/backstage, roles, teamwork, looking glass self and stigma support the symbolic interaction theory. We are able to see how people tend to change the way they act based on what face they face daily. Also, how individuals tend to portray a certain image of themselves to others. The symbolic interaction theory illustrates how society shapes people's behavior towards socialization and how they give meaning to symbols.

Summaries

Warren and Karner point out the importance of the process for an Ethnography. For example on the importance of selecting a setting. On how it's important to choose a place that is flexible and big enough to study. Another key point is accessibility, interest, and cost. That it's important to keep in mind that public places are better to gain access than a private one. There have been cases where a group/setting might be accessible however it can be hard to get in if that individual does not have anything in common with them. Cost can also play a factor in individuals study. On how it's better to choose settings that do not require you to pay to gain access to it. The presentation of self also plays a part in how you want to be seen by others. Embodiments can shape individual access to a certain setting. Individuals gender can create a barrier when it comes to getting access to a setting they want to research. Also, factor such as race, age and appearance can also determine if that individual will be able to get access or acceptance to the setting they want to do research on. That it's very important to act and dress according to that group you want to study. The key informant also plays a role when it comes to getting access to that particular setting. It's important to have a key informant because they are the ones that give you access and provide you with the information you need to know from the group you are observing. Once an individual gets access to the setting it's important to put to practice what it's known as shadowing. Shadowing allows the researcher to learn, observe and understand how that certain group works.

Warren and Karner also pointed out that researchers can also face emotional factors throughout their research. On how researchers can start getting close to the observants or they might even resist engaging in that group. It's important to gain an understanding of the group that the researcher is studying. Also, there have been times were researchers have finished their study however they are still fascinated by what they have witnessed that they keep focusing on that  This happens because the experience they went through was something exotic to them. This would tend to happen when a researcher experience an emotional situation while they are doing qualitative research. In the other hand violence and risk can also happen in qualitative research. On how past researchers have encountered themselves in unwanted situations when they are conducting their research. Finally, sometimes it's hard/ emotional for a researcher to leave the field. The case for this might be that the researcher has gotten too invested in their setting. A researcher also leaves the field when they have enough data for their study. It's also important to write field notes based on the data we obtain during our research. It's very important to include thick description while we are taking notes. Including a thick description allows the reader to feel like they are present. Thick description needs to include context such as day, time, weather and etc. The use of computer has also made it easier for the researcher to conduct better and faster fieldnotes. The importance of preparing and labeling fieldnotes is also important. On how it's important for notes to be written in a narrative voice. By writing notes in a narrative voice this allows the researcher and the reader to live the situation. Finally, writing fieldnotes allows the researcher to be organized.

It's important to understand when we should use a qualitative interview. The use of face sheets is important when you are setting up an interview. That instead of asking them their gender an interviewer should create that face sheet and hand it to the participant so they can fill it out themselves. Also on how using a face sheet can, later on, help the interviewer to come up with more question based on what they answered in the face sheet. Codes could also be created to cover an individuals identity. By doing that the interviewer is giving the participant confidentiality. That it's also important to provide a consent form to the participant describing your purpose of the interview. An individual's age is also important. For example, on how an interviewer should not interview a person who is underage. Sensitive topics are also described as a big no. The reason for this because one of the things that an interviewer should keep in mind is to not ask harmfull questions to the participant. If an interviewer asks a stressful question to the participant that might endanger the participant emotionally because they might act unexpectedly. Alternative interview formats also play a role in the research paper. For example, an interview does not only have to be two people it can be also in a group. However, whichever type of interview the interviewer chooses they need to make sure to provide a clear understanding and active listening.

Another thing that is important according to Warren and Karner is the process of conducting an interview. That it's important to keep in mind the challenges when it comes to transcribing. On how qualitative researchers have interpreted the interview and what they represent. When it comes to the interviewing process it's very important to be an active listener. On how active listening will allow the interviewer to connect and come up with follow up questions for the participant. Another thing that was mentioned was the importance of the wording of the questions. For example, to be aware that some of the questions can cause certain emotions to the participant. That it's important to know beforehand who is willing to talk about emotional/ emotional topics and who is not. That will help the interviewer obtain better data. On how it's not always the best thing to match participants with interviewers based on similar characteristics. That its better for the participant to do the interview willingly, as a result, the interview will be more successful. It's important to know the obstacles a researcher might face when it comes to them matching during interviews. For example, on how there are individuals that feel uncomfortable being interviewed by someone authoritative or superior to them. Also, on how people that have busy schedules most of the time don't have time to be interviewed. Another obstacle is on how there have been times when the interviewer does not understand what the participant is saying or is trying to say. That is why it's important to actively listen to the participant and respect what they are telling you. On how active listening lets that individual know that you are listening to them. Another important thing to know is how to construct ideal questions. For example on how it's a good idea to use open-ended questions. That it's also important to reassure the participant that they are doing a good job. By reassuring you are putting them at ease and letting them know they are answering the questions they are being asked. It's very important to understand the importance of clarifications. There might be times where the participant might ask you what do you mean by that. That the interviewer should just clarify what he is asking the participant. Also, to keep in mind that a language barrier can be an obstacle when interviewing an individual. The importance of rapport was also mentioned and how it's important to find out the truth. That rapport is more effective when the interviewer respects what the correspondent is telling them. Finally, it's important to know the struggles of transcribing,  and the importance of transcribing word by word because that will shape the final result for the study.

Content Analysis allows the researcher to obtain media, literature, magazines, books files for their research. Once the researcher obtains these documents they are able to obtain a whole new perspective from those that wrote the document. For example, if the document comes from the media the researcher is able to see different peoples opinions when it comes to the comment sections. However, it's important to keep in mind that the documents the researcher chooses to use those views are going to shape the course of the study. It's important to analyze different documents and then come to the conclusion to which ones best fit your interest. Once you have chosen the sources you want to see how those documents fit the topics you want to focus on. If a researcher chooses topics that they are not interested in, their research would lack creativity. Another important thing to keep in mind while the researcher is doing the content analysis is the importance of choosing date ranges. On how in this field study it's encouraged to obtain data that comes from the past. By doing this the researcher is able to see if things have changed or remained the same. When a researcher is trying to locate a historical document is important to look for them in older books however they can be hard to find. Some of the historical articles can be found in local libraries. The use of photographs is also a valuable source. When a researcher is using photographs they are able to create an image for themselves and the audience. The use of photographs also allows the viewer to see how the person look and what is the task they are performing. The use of photographs creates a feeling in the viewer's eyes which allows them to connect or understand that particular image. The use of blogs can also be helping when doing content analysis. When a researcher is using a blog as a source they are seeing other peoples comments and the way they interact with others. By doing this they are obtaining peoples different point of views towards what the researcher is trying to study. Overall, the content analysis allows the researcher to gather documents that will play a role in their research.

Methods

(Ethnography Paper)

The method that I used for this was the observation method. I observed a local shoe store. One of my goals was to see how employees interact with the customer. I'm also planning to be able to make connections towards their behavior and how it fits some of the sociological theories. I observed this particular group of people for three hours in total. Hoping to find if the employees at work do practice front stage, roles, meaningful action, and presentation of self in their daily lives.

The first thing that I did for my first observation was to go to my location and talk into my phone and record/ type what I was seeing at the time. I was constantly moving around the store to get different angles and see different tasks. For my observations, I decided to go on three different weekdays. For my first observation, I went on Saturday, March 23 in the afternoon. For the second observation, I went on Thursday, March 28 in the morning. For my finals observation I went on a Sunday, March 31 around two pm I varied each day because I wanted to see if there were any differences when it comes to individuals behavior and performance. The first thing that I focused once I got in the building was to get a thick description. When it comes to what is around me and what is happening. Once I gathered all my observations I used the program called Nvivo and created nodes that will be placed into categories where I was able to see thick description, front stage, roles, meaningful action, and presentation of self in their workplace.

(Interview Paper)

To be able to come up with the questions that I would be using for the interviews I took into consideration the concepts that I have learned so far. I also kept in mind the things I was able to see while I was doing my observations. By doing that I would be able to see how that individual's behavior relates to some sociological concepts. In the end, I decided to focus on the following concept frontage/backstage, roles, meaningful action, presentation of self. Based on the concept I choose I came up with several questions to ask the participant. To be able to do my interviews I took the questions with me. I also used my Ipad to record the interviews. Once I finished conducting my interviews I uploaded them to otter and that website transcribed them for me. After I received my transcript I went back and made sure everything was transcribed correctly when it comes to word by word. All of my interviews were in English so it was easier for me to go back and fix them when it comes to transcribing them. Then I uploaded my correct transcriptions to Nvivo and categorized the data into nodes. The nodes that I decided I use based on the data from the interviews were frontage/backstage, roles, presentation of self, the definition of the situation and teamwork.   I also created a word frequency that shows what words were the most commonly used.

(Content Analysis Paper)

I analyzed thirty different documents from the group I decided to study. To be able to find documents that were related to the organization I just went into google and searched the company and clicked on the news bar. Two of the documents were found through social media. Once I was able to find all the documents I proceeded to upload them into a Nvivo file. To be able to do this I had to use Ncapture. After doing this I proceeded to create nodes based on the concepts I was able to see in the context of the documents.

The five nodes that I decided to create were the following diagnosis, prognosis, motivation, identity, and agency. These five concepts were the ones that best fit for this group of people and their purpose in society. While I was reading the documents I was able to see diagnosis when it comes to the problem my particular group of people is facing. I was also able to apply prognosis when it comes to my group of people finding a way to solve the problems they are facing at their facility. Motivation can be defined as why individuals should care about what they are promoting or creating. Identity can be linked to who this group of people are and who are those individuals that support us and are with us. Finally, I was also able to see agency when it came to some of their empowerment stories and how this group of individuals can save help the audience solve problems.

While I was doing my nodes I realized that some of the quotes that I gathered mentioned the name of the company that I am studying. To not violate the anonymity I decide to replace the companies name with a black space ____.  After doing this I created a word cloud on Nvivo which would allow me to see what words were the most commonly used in my documents.

Analysis

(Ethnography Paper)

Thick Description

This is some thick descriptions that I was able to observe when I visited the shoe store.

From the outside of the store, I'm able to see that there is a huge glass that separates the outside from the inside. Once I walk into the store I'm able to see that on the left side of the wall there are shoe racks being displayed. Some of the shoes that are being displayed are the Adidas, Jordan, Nike, Nike air and many more.  In the right side, some of their clothing is hanging. For women there is is a Fila, Nike Windrunner jacket, leggings, and shirts. For men, they also have Jordan Jackets, Nike Jackets, sweat pants, and shirts. .Right after entering the store I'm able to see that there is a table that contains more clothing such as sweats, t-shirts, etc. Another thing that I noticed was that there is music playing on the speakers.

While  I was observing I was able to see interactions between an employee and a customer.

She proceeded to extend her right hand to grab the money the customer handed to her. Then the employee touched the keyboards that were in front of the computer and clicked some buttons so the cashier can open. Once it opened she inserted the money inside the cashier and took out some change out. She grabbed the money and extended both arms towards the customer and proceed to count the money to the customer. In the end, she gave her back the change and wished her a nice day and called out to the next person in line.

I'm able to see how the employee was able to complete her task step by step.

I arrived at my location in the afternoon I'm able to see that there is rarely any customer around. The environment of the store is calm. At my left, I am able to see that there are two mannequins being displayed. The mannequins are wearing a white air shirt and white Jordan shorts. The one next to it is wearing a blue dark jacket and Jordan shorts. I'm able to see that in the back there is a shelf of hats displayed in the wall. The store looks really clean and neat. The appearance of the store looks well thought and organized. The floor looks clean and shiny. When I look up I see myself at the entrance of the store. When I look done I see the logo of the store imprinted. In the walls, I can see how shoes are categorized and placed by their brand.

Thick descriptions allow the reader to feel like they are there with them.

Front stage:

Front stage consists of individuals putting a show for others. Individuals also manage the impression they want to give of themselves to others. When individuals are performing they use tend to use scripts, roles, costumes to perform a tack in their everyday life.

I decided to see what the Hispanic employee was doing and realized that he was organizing and fixing the clothing station. He grabbed one of the grey shirts and moved it to the right place. At the same time, he was talking to someone and holding his ear.

This falls under the front stage because the employee is performing a task where he knows he is being observed by an audience. For example, he performed the tasked to organize and put the merchandise back in the place where it belonged. By keeping the store organized the workers are giving the impression that they care about keeping the store clean.

Which she proceeded to ask the customer if she wanted to buy this product that will help the white shoes to remain clean.

This falls under the front stage because at a certain time the employee had to learn in the backstage that the product was designed to help white shoes to remain clean.

When I was observing the males I was able to notice that their behavior is well controlled. For example, they would act differently when they would interact with a female or male. For females, they would approach them as more professional and friendly. "Hey, are you looking for something in particular" "how can I help you" "if you have questions let me know".  In the other hand when it came males they were more laid back. For example, they would say "hey man did you find everything alright" "those shoes are dope" "I recommend these shoes because they are more comfortable or they stand out more" let me get that for you" meanwhile they use hand gestures.

This falls under the front stage because the employee is controlling and planning the way he is approaching the customers and the way he interacts with them. The employees also managing the impression the customer is getting from them as a helpful and respectful employee.

Roles:

Roles are learned based on what we do in our daily lives. We as individuals tend to take a certain role for everything we do in our life. For example, we emerge into the roles of becoming a wife, daughter, mother, student, employee and etc.

The cashier greeted her with "hi is this all for you" which the customer replied with yes. Then the cashier reached her right hand to grab a product that was close next to her. Which she proceeded to ask the customer if she wanted to buy this product that will help the white shoes to remain clean. The customer replied with "sure".

In this situation, the employee took the role of acting and doing the duties a cashier is responsible for. For example, when it comes to greeting customers and checking their products out.

At this time the cashier grabbed the black shirt and scanned it then she grabbed the white shirt and lastly scanned the white shoes. The cashier told the customer the total which was seventy-something. Then she asked her would you be paying in cash or card. The customer said cash. The employee grabbed the money from the customer's hand and proceeded to mark it with a pen to see if it was real or fake just for security. At the same time, the employee asked the customer is she would like a bag. The employee answered by saying yes.

This falls under roles because the employee took the role of a cashier which in this case it to finalize the transaction with the customers. A cashier task is also to encourage the customers to buy some of the products that are on sale. Cashiers are also responsible to treat the customers with respect and follow the process when it comes to asking if they found everything alright, what method are they going to pay if they need a bag and to have a nice day.

At this point, I have moved back to the front of the store where the clothing section is. I'm able to see that one of the employees is picking up cloth that is laying down on the floor. After he picked it up he proceeded to fold it and put it back where it belonged. Then the employee reached his hand to the back of his pocket and took out his phone out. He turned on the screen and checked something really fast. Then he walked to the back of the store and informed one of the cashiers that he was going to take his break.

This also falls under the role because in this case, the worker took the role of an employee which is to keep all the merchandise in place.

Meaningful action:

Meaningful action is a social factor when individuals access the situation they are presented with and take an action that will orientate the course of their behavior and how they would act towards that situation they are facing at the time.

I first focused on the girl with curly hair. I was able to see that she was more outgoing when it comes to interacting with the customers and creating a conversation with them. Some of her common lines she would use towards the customers were "did you find everything okay" "nice/cool shoes" towards the male's customers and "this is really pretty" towards the female's merchandise they were purchasing.

This falls under meaningful action because the employee is taking the initiative to act polite/ friendly towards the customers and trying to initiate a conversation with them. By doing that they are taking action towards the customer which will get a reaction from them.

The next example is about how a customer approached the cashier and informed her that he was here to return his shoes. However, the cashier told the employee that would not be possible.

After the employee left me I went back to observing the customer that wanted to make the exchange. The customer was telling the employee why can't I return it if I have the receipt. Which the female employee proceeded to tell him that "in the computer, it shows that you have already made three return and that is against their policy to accept a return after three times".

After this, the customer would not take no for an answer and started to raise his voice towards the employee. Which in response the employee tried to remain calm at the situation. However, she noticed that the customer wouldn't calm down so she called one of her coworkers. Which the coworkers repeated why they couldn't make the return item because of the policy they had.  This situation falls under meaningful action because the female employee was able to access the situation when the customer started to raise his voice towards her by remaining calm and calling one of her coworkers to reaffirm what she was telling the customer.

At this point, I decided to move to someone else. I realized that there were only three customers wandering around the store. The white employee approached each customer and asked them if they needed help with anything which they would say "no thank you" or "I'm just looking for right now."

This falls under meaningful action because the employee took the initiative to approach the customer and let them know he is there if they need help with anything.

Presentation of self

Presentation of self defines how individuals present themselves to their audience. How they want to be seen, which shapes the audience perception of that individual.

The female has long brown hair and she's petite. She is wearing grey pants and a dark blue shirt. Her cloth looks like it was ironed before coming to work.

This falls under the impression of self because the female employee is presenting herself as a well-composed person. She is using the store uniform that lets the audience know that she works there. By doing her hair she is giving the impression that she cares about her appearance. Finally, because it looks like she ironed her work pants she is presenting herself as neat and responsible and wants to convey a professional image of herself.

Both of the males look around the same age which would be the early twenties. The white male is standing straight and his hands at his side. The Hispanic male is also standing straight and standing by the shoes.

This also falls under the presentation of the self because the male employee is alining his body in a way that makes him seem approachable and professional. For example, if he would've had his arms crossed that would give the impression that he should not be approached and can also be intimidating.

The other two employees are female and they are behind the cashier. Both of them are Hispanic. One of them has her hair in a ponytail and the other one has it straight. The last employee is hanging in the back observing the employees and caring a clipboard. He is wearing a black shirt and black pants.

This goes under presentation of self because by him using that uniform the worker is presented as being the manager of the store.  He is also presenting himself as a professional because he is observing the employees work and at the same time he is taking notes.

The word cloud above illustrates the most used words in ethnographic observations.

(Interview  Analysis)

The word cloud below shows the most common words that were used in all my three interviews. To be able to create with word cloud I used the application called Nvivo.

The most common words that were used were interviewer, respondent, customer, really, shoes and customers. The word interviewer had a weight percentage of 2.62 %, respondent 2.62 %, customer 1.97 %, really 1.68 %, shoes 0.91%, and customers 0.80 %.  

Front stage and Backstage

     

This first-word cloud illustrates the most frequent words that were used in the node that I named front stage and backstage. Based on the image above I was able to see that the words customer, change, and friendly were the more constantly used words. The weighted percentage for the word customer 4.50 %, change 2.70 %, and friendly was 2.70%.

"I admit that I do change my behavior when I'm in front of a customer. Like for example, I change the way I talk to them. I always try to be friendly and I always ask them about their previous experience in this store."

Front stage is where the performance occurs and an audience is present. In this occasion, I asked the participant the following question how do you act when it comes to being in front of an audience? The response above is from V she did admit that she has to change the way she acts when she is performing her job. This falls under front stage because she had to change the way she normally interacts with people. On how she had to change her behavior when she is in front of an audience, in this case, the customer. She felt like she needed to change her personality and attitude when she was interacting with a customer because that was required from her.

"Yeah, so we have to be super friendly. And we're there for the customer. So they have questions answering them in the right manner and in the right tone. We also have to basically put the customer first so we tend to be over friendly I guess, and extra carrying."

For this part of the interview, I asked the following question How do you act when it comes to being in front of an audience like this case a customer? The participant response falls under the front stage because she is putting a performance in front of an audience. In this case, she's needed to be super friendly to those she interacted with. Her performance consisted of knowing how to answer the customer's questions.

"oh you're supposed to be really professional and you know, I am really professional when it comes to interacting with customers, even if they might be sour, or such, you still have to be really professional and be ready to help them in any questions that they have. You're supposed to be ready to be able to aid them with whatever they need."

The following question was asked How do you act when it comes being in front of an audience and this case a customer? D informed me that it's very important to show the customers that they are responsible employees and that they know what they are doing. This fall under front stage because she is acting how she's supposed to act when it comes to being in front of a customer which in this case she needs to play the role and behave like an employee.

                       

The word cloud above illustrates the most common word that was used in the node that I named Backstage. The following words learn, already, comes, customer and customers were repeatedly used. The weighted percentage for the word learn was 1.75%, already 1.17%, comes 1.17%, customer 1.17% and customers 1.17%.

Backstage is where things are hidden from the view of an audience. Individuals also prepare themselves in the backstage where no one is observing them.

"I had to make sure to learn everything that I needed to know to be able to do my job well. Um, I remember reading over these handouts like manager gave me, I would do this simply because it was my second job and my other job didn't really compared to this one. [inaudible] so I would make sure to learn everything that I needed to learn."

The following question was asked to the participant How do you prepare for your job?

Her response falls under backstage because V was telling me that she needed to know all these things beforehand and that by learning this she would be able to do her job well. When V mentioned that she remembered reading over the handouts the manager gave her, also falls under backstage. In this case, V had to go over the handouts outside of work which allowed her to learn it and prepare herself before she started working. While she was reading and learning the information of the handouts she was not in front of an audience.

"Okay. So when I'm not in front of an audience, well like a customer like you said I'm more calm, relaxed, you can say I tend to make jokes with my coworkers. We also all tend to talk about what has happened throughout our days. Um, our relationships are more open when we are in the break room because we are always sharing stories about our experience with different customers not going to lie."

The following question was asked to the participant Can you tell me how do you act when it comes to not being in front of an audience in this case like I said a customer? He response also falls under the backstage area because V informed me that when she's not in front of a customer she tends to be more relaxed and is more likely to make jokes with coworkers. This falls under backstage because she stops performing the things that she is expected to perform when she is doing her job. In the backstage, she is also able to let thing out when it comes to talking about unpleasant occasions she encountered with a customer. She can't do that in the front stage (in front of a customer) because she would be seen as unprofessional.

"Yeah, um, well, I already have my uniform out. So it's already prepared. And if I noticed that it's wrinkly, or it has like a strong smell, I have to attend to that. So I'll either iron it manually or put in the dryer, or I'll put like perfume on it to make it smell better. And then after I make sure that my uniforms like ready, I go do my hair and put it out of my face just so I can have so just so I don't look unkempt. And I do like brushing my teeth or I sometimes do makeup."

In this case, I asked a follow-up question do you have like a routine when it comes to not putting your uniform but getting ready? How D answered the question made me understand that by her making sure her uniform is not wrinkly or smelly she is preparing beforehand to look presentable at her job. This action falls under backstage because she is performing this task when she is not in front of an audience which as a result will help her in the front stage.

Definition of the situation

The word cloud above illustrates the most common word that was used in the node that I named definition of the situation. The following words customer, needed, and shoes were repeatedly used. The weighted percentage for the word customer was 3.01 %, needed 2.26% %, shoes 2.26.

Definition of the situations is how individuals react towards the situation they are facing at the moment. That based on the action they take determines their course of what happens next.

"Normally when I interact with a customer I always start with, hi, what can I do for you? Things like that. After that, I'm able to determine how should I interact with them based on their needs. The way that customer talks to me helps me to understand if they are frustrated, angry or are just there to buy something."

The following question was asked for this participant How does your interactions with customers determine what path you should take to interact with them? Based on V response I was able to see that this falls under definition of situation. The reason for this is because she makes the decision that every time she interacts with a customer she starts by greeting them. That by her doing that she is able to determine what she should do for the customer when it comes to what they might need.

"Well, there was this time when I greeted, this couple, and I ask them how their day has been, which they responded by saying bad. At that moment I realized that I needed to act a certain way with them based on their tone because they were angry and annoyed, which at the time I believe I replied, I'm so sorry to hear that. I knew that if I didn't treat them with care, their mood could have had increased toward me. So I tried to help them as much as I could. There was another occasion when when this man got mad at me because his credit card wouldn't get approved for that. I made sure to remain calm while I was interacting with him. However, he started to yell and I at that point, um, I knew that I needed to call one of my coworkers to confirm that there was nothing I could do and I have nothing to do on why his credit card was not being approved."

For this particular response, I asked the respondent is she could recall any occasions where she noticed that the customer was annoyed or angry for some reason? And how did she react to that and how did she take care of that situation? Based on what she responded I came to the conclusion that it falls under definition of the situation. In this case, V made me understand that reading a customer's body language allows her to determine how she should approach them. That when she sees that a customer has a tone she tends to talk to them with care. This helps her determine what path she should take to take care of a situation.

"Yeah, so if the customer looks rushed like they just needed to be out like I'll do my best to help them out as fast as I can. And try to get them out as soon as possible. If the customer is more like there to look at shoes and they have time to spare. And they seem like interested in shoes and they start asking me about shoes. Then I'll go ahead and start a conversation with them. Maybe even umm do some associate a sales associate work and try to talk them into like buying a shoe cleaner, or shoe protector."

The question that I asked this participant was how does your interaction with customers determine what path you should take when it comes to interacting with them? Based on their response I was able to conclude that this falls under definition of the situation. In this case, Y made me understand that when she sees that a customer looks like he/she are in a hurry she tends to interact with them as quickly as possible. That by her doing that she makes sure the customer with a good experience. In the other hand if she sees that a customer looks interested in shoes she comes to the conclusion that she should try and encourage that customer to buy other product for that particular shoe. This falls under definition of the situation because Y is interacting with the customers based on what she gets from them when it comes to their body language or attitude.  

Presentation of self

The word cloud above illustrates the most common word that was used in the node that I named presentation of self. The following words always, change, and person were repeatedly used. The weighted percentage for the word always was 3.53 %, change 3.53 %, and person 3.53%.

Presentation of self is how individuals present themselves to others.

"I do feel like I need to change something of myself because we need to act and present ourselves in a whole different way. Then when I'm not working, I need to change the way I carry myself. Also, I need to change the way I speak. Like for example, we are not allowed to curse or to be rude to the customers because it's important for our company to maintain a good image."

In this case, I asked the participant Do you feel like you need to change something about yourself when you're taking this role? Based on what correspondent V responded made me come to the conclusion that in fact, she does need to present herself a certain way. In this case when she is working she needs to present herself how she is expected of her. Also, on how she needs to present herself as a well-educated person in front of the customers. In the end, she is changing the way she normally acts when she is performing her job.

"Well, I do see myself as a responsible person when I'm working because I am always making sure if the customer's need anything else. Like I'm always on top of my things. I also see myself as an approachable person. I've always tried to put on a friendly face to those that walk inside the store. Um, but at the same time, I see myself as a person that cares about others, people, feelings in lives."

The following question was asked to the participant How do you see yourself in the workplace? V informed me that she tends to present herself as a responsible person. That she considers herself a responsible person and friendly. These things fall under presentation of self because this is the way she wants to be seen by others.

"Well, my job requires us to use uniform. So I make sure my uniform is clean and wrinkle-free. And then after that, I make sure to be ready and I look professionally."

This also falls under presentation of self because participant Y wants to be seen as a person that cares about the condition of her uniform. She also wants to be seen as responsible and professional. By her doing this she is presenting herself how she wants others to see her.

Roles

The word cloud above illustrates the most common word that was used in the node that I named roles. The following words store, customer, and customers were repeatedly used. The weighted percentage for the word store was 4.43 %, customer 2.53 %, and customers 2.53%.

Roles are given to individuals and based on the role they obtain, they need to behave according to that role.

"Because I'm sometimes the cashier I need to be able to know how the computer system works. I need to be able to know how to count because you know I deal with money and like I have mentioned before, I need to know the store policies. Like there can be times when a customer comes in and he wants to return a shoe. I need to know how the return process works. I also need to ask for the receipt because I need to see if they made that purchase recently. I'm also in charge of making the customer feel welcomed. I need to encourage them to come back to the store like in future references and make another purchase based on the offers I am providing to them."

For this particular response, I asked the participant if she could tell more about what is the role of a cashier? Based on what V answered she made me understand that these actions fall under roles. For example, she informed me that her roles as a cashier she needs to be able to know how thing operate at work when it comes to their computer system. That she's is also in charge of counting money. That as a cashier she also needs to know the store policies and understand how they work. All those fall under the role of being an employee at that store.

" Yeah, so when we're not busy at the store, we do have to maintain ourselves busy, if that makes sense. So if I don't have any customers, then I obviously can't ring somebody up. So I make sure that the shoes are back in place, like from shoes that customers didn't want. Make sure that the shoes are back in. I make sure the tables are clean. And yeah I just make sure that the store looks presentable."

In this case, she informed me that if there no customers she still needs to occupy herself with something else. That she needs to make sure the store is well organized whenever she's not attending a customer. This allowed me to understand that she was playing the role of an employee that consisted of behaving and acting this way.

"And we also we are also in charge of picking up the phone. So if customers have questions, whether that's what time we open what time we close,  or if it's about a shoe, then we're in charge of answering all the customer's questions. And then we do also have to do stock locates, which is what people order online, we receive. And then once we receive it, we have to check if the shoes in stock. If it is in stock, we reserve it and ship it out to the customer that bought it. And we also have to maintain the store floor. As in only apparel, we make sure that everything's hung properly."

In this case, the participant Y  role was to attend the phone and answering customers questions. She was also in charge of keeping track of the orders online and making sure they had the shoes the customers were asking for. Her role also consisted of making sure everything was where it belonged when it came to the clothing.   

Teamwork

The word cloud above illustrates the most common word that was used in the node that I named teamwork The following words easier, customer, and questions were repeatedly used. The weighted percentage for the word easier was 4.44% %, customer  3.33 %, and questions 3.33%.

Teamwork is shown when a group of people gather together to accomplish a task.

"My co-workers also are able to come up to me and ask me questions or like, say some of questions can be like, Oh, do we have any sells? I don't even remember anything. And then because we're able to just go to each other, just ask questions because we're really approachable towards each other."

This falls under teamwork because D explained that at work there have been times where they help each other. In this case, she made it clear how they rely on each other to answer each other's questions. Teamwork is being practiced because they approach each other when they need help with something, instead of finding the answer on their own.

"An example like when it's really busy to for like, for example, one coworker can  be helping other people, they could just easily come up to me or I could come up to them and be like can you go get the shoe for this customer in the back while I help this other customer? Like it's easier for us to do that. So we get the job done."

This actions also fall under teamwork because in this case, they are also helping each other when it comes to getting shoes for each other. They are also working in a team because they are helping each other when they see that one of them is busy and is under stress. This actions made me understand that they are close to each other and one of their purposes is working together to accomplish the same goal which is selling shoes.

"Yeah, we Yeah, there's times when we like working in teams, like someone could be just working on the floor by themselves, but then we're not doing anything, we could just go to them and be like, I'll help you. And it's easier for us to do one is like really busy too. And we're like, kind of overfill it and everything. It's easier for us to be like, Oh, can you help me? Well, can you help this customer for me like we just kind of, it's easier for us to just switch off with each other as a team."

Based on what D told me I was able to see that if one of them see that a coworker need help they don't hesitate to go up to them and help them. Teamwork is clearly seen in the workplace because they have a good relationship so they don't mind helping each other out to accomplish a task.

(Content Analysis)

The word cloud below shows the most common words that were used in one of the news articles.

The word cloud above shows the most common words that were used in one of my documents that I gathered online.

Diagnosis    

For the diagnosis, I focused on what was wrong and the injustice my group was fighting. Also, on how my group was trying to solve that problem.

"_____ has introduced a new quarterly e-zine that promotes sports-inspired lifestyles through editorial spreads, articles and interactive multimedia content."

This falls under diagnosis because my group of people decided to come up with an app that would spread awareness to the public when it comes to brands knowledge. This group of people is trying to spread knowledge about their products and how the public can take advantage of them by buying them. By doing this the organization is fighting against traditional norms and allowing teens the opportunity to get informed on what is trending at the time.

"The new 5,300-square-foot store will ditch the traditional shoe wall and instead have a bleacher-style display in the center aisle, matched up to have T-shirts and other apparel adjacent to it from the same manufacturers, said Scott Burton, director of marketing for ____. "It will allow the product to shine more so than you've probably seen at retail stores," Burton said. "This new look for our store is one that started about a year and a half ago, and we've expanded it ever since."

 

The quote above falls under diagnosis because my group of people, in this case, is moving to a new location where they can expand and promote their products better. They are also fighting traditional settings and changing the way their facility looks. By doing this they are providing their customers better quality and a better environment.

 

"Returning in OG form, the kicks come equipped with a black nubuck supported by the familiar grey and red detailing along with the aesthetically pleasing grey "Nike Air" branding on the heel for the first time since 1999. As mentioned, the beloved 4s will be widely available, including at major retailers and your local sneaker boutiques. Check out some of the early purchase links below, which will go live starting at 10 am ET this Saturday, May 4."

 

In this case my group of people decided to bring back OG shoes form. My group of people realized that in the past their customer were trying to obtain the old OG shoes. However, they weren't able to obtain them because the product was not being produced anymore.. Which created a problem for the store and the customers. As a result my group of people decided to bring back the OG form of shoes.

 

Prognosis:

The prognosis can be defined as the solution to the problem.

" _____ has teamed up with FILA and Viacom Nickelodeon Consumer Products to debut an exclusive Rugrats-themed line of footwear and apparel. Tommy, Chuckie, Angelica and the rest of the gang decorate a new capsule collection, with design elements that offer a whimsical nod to these beloved Nickelodeon characters."

This falls under prognosis because this group by teaming up with FILA they are already attracting more customers to invest in their products.By doing this they are decreasing the chances of losing customers and making more profit.  Also, by them debuting "an exclusive Rugrats-themed line of footwear and apparel" they are putting themselves out there to create something new and fresh that no one has accomplished which allows them to stand out then the rest.

 

"The new app, called Swag, aims to give teen athletes and fans an inside look at the lives and interests of their favorite athletes. The app is available for iPhone, iPad and Android devices. ?Swag is a crucial part of our overall brand strategy ? to connect with teens on their terms as it relates to_____."

This also falls under prognosis because the group of people I studied is creating apps that allow them to resolve some of their past problems when it comes to losing clients. By developing the app they are connecting with their audience and getting feedback from them. Based on that feedback they are allowed to see what their customers want from them. Knowing the importance of swag these group of people is able to create new products that best fit teenagers.

"It is updated seven days a week, focusing on what ____ calls the "four pillars of Game" — style, sports, sound and smarts. Content includes such features as Hear Me Out, through which athletes share songs from their playlists; She Got Game, a look a trend-setting women in sports; and The Prequel, which is monthly overview of upcoming sneaker releases. Other features revolve around professional athletes and their lifestyles."

This also falls under prognosis because they designed a system that allowed the public and their customers to know what their peers are wearing and listening to. Customers are also able to see what their favorite athletes are into at the moment. This allows the company to keep the public involved and entertained and eventually help them to not lose popularity among the public.

Motivation:

Motivation can be described as why should the public care about this. Also, why do they do what they do.

"Designed to be flexible, the flagship features an "arena" layout and allows its vendor partners to tell key stories in new and creative ways, enhancing the customer shopping experience. Top athletic brands have elevated brand experiences with cross-category product offerings, allowing customers to navigate by brand and identify products more efficiently."

The above quote shows that the company is motivated to ensure that their customers have the best experience to using their benders and have the best experience in their facility. By motivating customers to come to their locations and experience the items they have to offer.

 

"____ is promoting the blog through links in content on Complex Media's Web sites and through its own social media."

 

The quote shows that the company is putting themselves out there by promoting their blogs and the sources they offer on social media. By them doing that they are letting the public know that they care and feel the need to get in touch with their audience through other sources that are available for the public.

 

"The retailer has long used a variety of mobile advertising techniques to reach its core audience. These platforms have included links within videos, interstitial ads on apps and mobile display ads."

The quote shows that the company does in fact care about their audience needs and wants. The company want to make sure their products are being recognized. To accomplish this they are developing new videos and ideas that would be appealing to the audience. The company is doing this to promote their products and by doing that they are gaining new audience and customers.

Identity:

Identity can be described as who is this group and what are the characteristics of people who believe in them. Also, what does it mean to be part of that group? Overall, what is this group trying to win over?

"At ______we are constantly looking for new ways to tap into youth culture, through disruptive and innovative concepts," said Jason Brown, Vice President of Marketing,_____. "With this exclusive FILA x Rugrats Collection, we are not only allowing devoted fans to celebrate one of the all-time greatest cartoons, but we're collaborating with FILA, a brand that has had one of the greatest resurgences of late in fashion. ____ and our partners at FILA and Nickelodeon are excited to bring these well-known characters to life for a new generation, ahead of their big-screen premiere."

Based on the above quote the company identifies themselves as a group of people who want the best for their clients. On how their collaboration with FILA would allows the customers to have the best fashionable items that are out there at the moment. The type of people that fit into this organization is those individuals that care about fashion and those that care about their shoe style. This group is trying to win individuals favoritism when it comes to buying their products instead of going elsewhere to get them.

"Each time, Tyree would end up leaving the shoes behind — unable to afford the costly kicks, which retail for $160. Then, on Jan. 8, the employees decided to pitch in and surprise Tyree with the Air Jordan sneakers and a matching outfit. "It wasn't just me, it was everyone in the ______ store that just helped out. It was real cool; it was a good deed. We didn't expect anything out of this at all," Olivia said.

 

The quote above illustrates an example of identity because a group of individuals that work at store gathered together to pay for a customer shoe that couldn't afford them. The employees show empathy characteristics because they helped that customer get the shoes he wanted. The company is showing that they hire people who care about their customers well being and that they just want the best for them.

"_____ has always been a go-to spot to hit up when you're looking for fresh sportswear — the apparel and footwear selections are always on point! — and the latest offering from the nationwide retailer is an exclusive drop in collaboration with the good folks over at Nike.

This quote also falls under identity because the company identifies themselves as "go-to-go spot" which means that the facility was designed for the public to go to that place and find the products that they are looking for. The store also identifies itself as the store that keeps ups with the hottest shoes and items that are out there at the moment. By partnering up with Nike they are showing that their shoes have luxury.

Agency:

Agency is linked to the group empowerment stories. Also, on hey they solved them. Finally, on how the outsider can change things just by taking actions.

"_____ gave Montez the opportunity to visit rap superstar DJ Khaled's private store in Miami yesterday — making him the first customer to shop in the store — where he was greeted by the NFL's best receiver, Antonio Brown of the Pittsburgh Steelers."

The quote above falls under agency because the company is sharing and acknowledging an individual act of kindness. In this case my group of people gave the opportunity to a student who gave his teacher a pair of shoes as a thank you for what he has done for him. In this case my group of people heard of this action and invited Montez to attend a private facility and be the first one to buy shoes. This shows that my group of people reward people who do kind things to others. At the same time my group of people is spreading kindness and reinforcing the believe that by taking action things can be changed.

"Yesterday [ July 27th] – _____and Jordan presented the Re2spect x ______event in Chicago to honor the community's top athletes. The celebration took place at the _____State Street store which included a Q&A and then official induction ceremony into the Wall of Champions."

This empowerment story also falls under agency because my group of people is honoring the athlete's community. By them doing this they are allowing the public to come to their events and interact with their idols.

"As a resident artist at Connect Gallery Hyde Park, 1504 E. 53rd St., Muhammad was hired to oversee the project as creative director of the Little Black Pearl Art and Design Academy and ______ partnership. The partnership required that Muhammad and a group of students from the school design all of the art and media featured in the store's retail space."

This empowerment story can be linked to agency because in this case, the company is promoting an artist to come and express their arts in the walls of their stores. By doing this they are allowing students to show their artistic talents to the public. This type of event allows the outsiders to come together and admire other individuals talent. That coming to this type of events outsiders are able to come together and make a change when it comes to learning new things.

Based on the observations I made I was able to see that the workers do use fronstage when it comes to the way they act and change their behavior while they are working. I was able to see that they play certain roles when they  are working. Also, on how they want to present themselves to their audience. Finally, I was able to see how the employees also practiced meaningful action towards what they are experiencing at the time.

After I finished all my interviews I was able to go back and examine the information they gave me and categorize their responses based on the concepts they fit into. After I went back and listened to the interviews I was able to see that in fact this three employees that I interview do change something about themselves when they are in the workplace it can either be their attitude or behavior. I was able to learn that in this workplace it's really important to treat the customers with care and be nice to them and respect them. I was able to understand the importance of teamwork in this workplace. I was also able to learn that the manager requires the employees to make sure the store is presentable at all times. One of my interviewees made it clear that the managers make it really clear that the employee comes first. The main reason for this is because the store owner wants the customer to come back and buy their products and at the same time have a good experience. Finally, I was able to understand the importance of keeping a positive image of themselves and the store and how they prepared themselves to accomplish it.

When I finished reviewing the documents of my group of people  I realized that they really cared about their image when it comes to how the public sees them. Some of the documents that I gathered allowed me to understand that this group of people have several stores around the world and plan to open more in the future. This shows that their business is successful and that they have a lot of customers that are constantly buying their products. By having a lot of customers they are able to expand their stores in different locations. This group of people also keep themselves updated on what is hot at the moment and they also tend to partner with popular brands to create a new product. I was also able to see how terms such as diagnosis, prognosis, motivation, identity, and agency could be reflected in some of the contexts that the documents provided to the public. I was able to see how the company deals with some of the issues they are facing. Also how these individuals promote themselves and what type of audience they have. I was also able to learn about some of their inspirational stories they have and who it affects.

Bibliography

Anon. 2019 "Socia; Stigma." En. Wikipedia.org. Retrieved March 9, 2019

(https://en.wikipedia.org/wiki/Social_stigma).

Dunn, Jeniffer L., John M. Levine, and Michael A. Hogg. 2010. "Looking-Glass Self." Sk.sagepub.com. RetrievedMarch 9, 2019 (http://sk.sagepub.com/reference/processes/n165.xml).

Lewin, Simon, and Scott Reeves. 2011. "Enacting 'Team' And 'Teamwork': Using Goffman's Theory Of Impression Management To Illuminate Interprofessional Practice On Hospital Wards." Fresnostate.app.box.com. Retrieved March 9, 2019 (https://fresnostate.app.box.com/file/412571478150).

Discovering Qualitative Methods: Ethnography, Interviews, Documents, and Images, Third Edition. 2014. Carol A. B. Warren and Tracy Xavia Karner