Observing (with) the virtual: Use of observational methods to study work in a digitally mediated world (Work Conferencen 2019 abstrakti)

Abstract

<p>This paper discusses, how the increase of digital interactions in modern organizations enables and challenges the use of observation as a research method within the qualitative research realm in management and organization (MO) studies. As e.g. Akemu and Abdelnour (2018) point out, interaction taking place over digital technologies and platforms is gradually merging with face-to-face interactions in a growing extent, permeating social life in ways that often escape ocular observation. In contemporary work, digital interaction takes place through various technological interfaces, such as computers, software platforms, documents, blogs, and so on. These digital artifacts (see e.g. Kallinikos et al, 2013) offer researchers the possibility to either follow ex post record of informants’ interactions, or engage in the process of interaction in real time. Moreover, digital technologies allow us to follow organizational interaction taking place in multiple sites simultaneously (Czarniawska 2008). However, despite of the changes in work and its contexts, many MO researchers seem to relay on traditional face-to-face observations with research designs involving one single location. In addition, in MO literature, so far, very little attention has been paid to methodological considerations of observational research, in order to support research practice to grasp the complexities fueled by virtuality and the use of technological advancements within modern work life.</p><p>It can be stated, that irrespective of the context of study, there exist similar issues to be solved for observational research. Researchers need to reflect access, issues of trust and rapport with participants, the degree of involvement, or ways to specify the case or process being studied. Yet, as Garcia and her colleagues (2009) point out, a new set of skills is required to observe and interact with research participants in computer-mediated work communities. Observation focusing on mainly one physical setting and face-to-face interaction only, is becoming inadequate means to capture the richness of contemporary work. For example, the seemingly simple observation of people working on their computers or smart phones may lead to misleading conclusions, as some may be playing an online game, some chatting with a friend or trading shares, or some writing a novel. This challenges researchers’ ability to grasp and describe the quality of interaction taking place. Moreover, in order to observe online work, one cannot rely solely on the interpersonal skills of co-presence with the research participants. The issues of research ethics, such as the lack of physical presence and opportunities for anonymity for researcher, as well as the needs for participant privacy and confidentiality may differ from face-to-face contexts. Consequently, it is argued in this paper, that qualitative researchers applying observation within MO, need to adjust their research strategies and techniques to meet the characteristics of contemporary interaction within computer-mediated communication (see also e.g. Akemu & Abdelnour 2018).</p><p>The paper builds on the findings of a narrative literature review (e.g. Bryman & Bell 2011), with the purpose of generating understanding of the topic base on the existing literature. We discuss the specific nature of the computer mediated communication, and the possibilities and challenges it poses for the observational researcher, either separately, or combined with other research approaches, such as ethnography. It is further argued, that observational research combined with virtuality of work, calls for and opens up new possibilities even to those MO researchers, who have previously mainly built on other methods, such as interviews or historical archival data. We conclude by discussing how the computer-mediated communication of modern workplaces not only has impact on observing online work, but simultaneously on interaction taking place offline.</p><div><br /></div>