Ethnography lies at the heart of anthropology, offering both a method for understanding the world and a way to bring cultural insights to life. This module introduces ethnography as practice and product, showing how it can be used to analyse everyday life, institutions, and communities. You’ll learn how to observe, interpret, and communicate meaning, exploring how ethnographers craft narratives that convey complex cultural realities. The module also examines how ethnographic insights can inform action, support change, and challenge assumptions within organisations and communities, emphasising storytelling, persuasion, and public engagement. Through practical, applied learning, you’ll develop skills in research design, observation, analysis, and writing, along with the ability to communicate effectively across cultural and professional boundaries. By the end, you’ll be equipped to produce rigorous, insightful, and persuasive accounts of social life, preparing you for careers in policy, NGOs, research, and organisational practice.