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  1. 2 Etnografia Polska

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  1. 2 Jagiełło E. A.

  2. 1 Wierchowiec G.

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  1. 2 2012

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Antropolog w organizacji. Zapiski z badań terenowych

100%
Jagiełło E. A.
Etnografia Polska
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2012
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vol. 56
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issue 1-2
157-176
EN
Since the eighties of the last century the anthropology of organizations has been influential and intensively developing branch of qualitative research. In Poland, however, this field of anthropology seems to be underrepresented, particularly in academic circles. This paper aims to present the results of the ethnographic research conducted in a large, international corporation in 2011, and to share the experience gained. During the field work the subject of my interest was the cultural change in an organization. On the basis of the influential theories of Edgar Schein and Mary Jo Hatch I attempt to analyze the phenomenon of cultural dynamics in context of transforming artifacts, values and basic assumptions.
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Ethnomedia 2007-2011. O zastosowaniu etnografii w projektowaniu strategii komunikacji reklamowej

63%
Jagiełło E. A., Wierchowiec G.
Etnografia Polska
|
2012
|
vol. 56
|
issue 1-2
177-194
EN
Warsaw PanMedia Western media house implemented a cyclic research project focusing on the media consumption in Poland (Ethnomedia). Between 2007 and 2011 four editions of the ethnographic research were performed among inhabitants of several Polish cities and towns. According to many professionals in advertising and communication the pioneer project was a successful example of the application of ethnographic tools and methods in this field. This article is an attempt to re-read the extensive reports prepared by Izmałkowa Consulting Research Company in order to trace the process of transformation in the attitude towards television and the Internet and to find out how it affects users’ daily habits, their customs, or relationships with other people.
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