Blog 4: research and ethic

Tag: research, ethnographies, ethics

In this blog, I will address some key considerations in conducting ethnographic research to apply cake baking tutorial videos. The fundamental points would cover the research background along with the purpose of conduct research. Then, following is the ethical related issues in conducting ethnography research.

Figure 1: credit Brand Camp:

Cake baking tutorial has been backed with traditional and modern methods. There are limited research on how cake baking tutorial developed; how and why people are obsessed with the colorful, eye catching and mouth-watering image of completing cakes. In this research, I will not go in-depth with the compare and contrast the historical stories of cake baking tutorials but the transformation of audience engagement toward cake baking tutorial media platforms and trans-media. The term trans-media has been developed and referred to the presence of components making distinct and value contribution to multiple platforms (Davis 2013, p.175). The author emphasized the challenges of success in proliferating the distributions and platform of social media product innovation. It would appeal audience effectively which induce audience engagement and retention. Hence, measuring the performance indicators across social media platforms, as its ecosystem would be the best practice of successful effort to reach out audiences (Hanna, Rohm and Crittenden 2011). However, I question the distinct of audience engagement on various social media platforms which drive their behaviors of sharing contents and retentions toward videos of cake baking tutorials. For example, if I am a Facebook addictive, I would search, watch and share everything on Facebook. But if I distinguish the purpose of uses, Youtube preferable for videos and Facebook preferable for sharing, I would search and watch on Youtube then share via Facebook and leave comments on Facebook posts. Those factors influence the measuring process of the audience engagement overtime.  The qualitative research of ethnography would provide systematic approach, technique and frameworks to analyzing, measuring and interpreting the collected data into. Then, the result would increase the orientation toward market and digital audience (Belair-Gagnon 2019).

Figure 2:

The observation of this research will be conduct on ethnography research method. This method focuses on the understanding of design problem which contributes to future design decisions. While the advantage of early identify unexpected issues, its ethical related concerns are exist and challenged researchers. Hence, ethnography poses crucial ethical issues, like any studies involving human participants. Firstly, as the observation in-depth to the real world, it acquire high-skilled researchers to eliminate the personal bias toward result (Ryan-Nicholls and Will 2009). Then, the reporting misconduct is a related ethical issues to the personal bias. Then, there is the perceived culture and value morality reflecting the releasing information from the research. For instance, as observing online comments and interactions across trans-media, it is essential to take careful consideration of embedding screenshots of comments with censored the name of comments’ authors. Overall, research on ethnography not only generates practical concerns in connection with anticipatory regulation, but also reveals an insufficient perception of social life embedded in contemporary regulatory assumptions (Atkinson 2009).


Atkinson, P., 2009. Ethics and ethnography. Twenty-First Century Society, 4(1), pp.17-30.

Belair-Gagnon, V., 2019. News on the fly: Journalist-audience online engagement success as a cultural matching process. Media, Culture & Society, 41(6), pp.757-773.

Davis, C.H., 2013. Audience value and transmedia products. Media innovations, pp.175-190. Available at

Hanna, R., Rohm, A. and Crittenden, V.L., 2011. We’re all connected: The power of the social media ecosystem. Business horizons, 54(3), pp.265-273. Available at:

Ryan-Nicholls, K. and Will, C., 2009. Rigour in qualitative research: Mechanisms for control. Nurse researcher, 16(3). doi: 10.7748/nr2009.

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