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Being Ethnographic is an essential introductory guidebook to the methods and applications of doing fieldwork in real-world settings. It discusses the future of ethnography, explores how we understand identity, and sets out the role of technology in a global, networked society. Driven by classic and anecdotal case studies, Being Ethnographic highlights the challenges introduced by the ethnographers' own interests, biases and ideologies and demonstrates the importance of methodological reflexivity. Addressing both the why and how questions of doing ethnography well, Madden demonstrates how both theory and practice can work together to produce insights into the human condition. This fully updated second edition includes: New material on intersubjectivity Information on digital inscription tools A practical guide to qualitative analysis software New coverage of cyberethnography and social media Expanded information on ethnographic possibilities with animals Filled with invaluable advice for applying ethnographic principles in the field, it will give researchers across social sciences everything they need to walk a mile in someone else’s shoes.