Vol. 4, No. 2, December 2019 Available at : https://ejournal.unida.gontor.ac.id/index.php/ettisal ETTISALJOURNAL OF COMMUNICATION http://dx.doi.org/10.21111/ettisal.v4i2.3590 P-ISSN: 2503-1880 E-ISSN: 2599-3240

DIGITAL ETNOMETODOLOGI: STUDI MEDIA DAN BUDAYA PADA MASYARAKAT INFORMASI DI ERA DIGITAL Jokhanan Kristiyono1, Rachmah Ida2 Communication Science, College of Communication Sciences (Stikosa – AWS) 1 Nginden Intan Timur 1/18, Sukolilo, Surabaya, 60118, Indonesia Communication Science, Faculty of Social and Political Science, Universitas Airlangga2 Campus B, Jalan Airlangga No.4-6, Gubeng Surabaya, , 60115, Indonesia [email protected], [email protected]

Abstrak Artikel ini mengeksplorasi secara terperinci bagaimana studi etnografi digunakan sebagai metode penelitian untuk media dan penelitian komunikasi dalam masyarakat informasi di era digital. Artikel ini menjelaskan tentang sebuah metode riset yaitu digital etnometodologi, sebuah metode yang menganalisis dan menggambarkan data observasi dari hasil penelitian etnografi pada komunitas seni digital. Peneliti etnografi yang berpartisipasi tidak aktif dalam masyarakat informasi sebagai subyek penelitiannya. Pendekatan etnografi bertujuan untuk menghasilkan keragaman dan kompleksitas budaya. Penjelasan deskriptif berupa kegiatan dan interaksi sosial budaya yang terjadi dalam masyarakat informasi ini dapat ditampilkan secara rinci menggunakan metode etnografi. Artikel ini menggunakan pendekatan studi kualitatif deskriptif dengan studi literatur dan studi kasus penelitian aktivitas digital di komunitas seniman digital Indonesia. Hasilnya adalah metode etnografi cenderung mengarah pada studi yang tenang tentang kehidupan sehari- hari anggota masyarakat atau kelompok sosial (komunitas). Metode etnografi digital atau dapat disebut Digital Ethnomethodology menggambarkan pendekatan untuk melakukan studi etnografi di dunia kontemporer. Metode ini mengajak para peneliti untuk mempertimbangkan bagaimana hidup dan meneliti dalam lingkungan digital, materi, dan sensorik. Digital Ethnomethodology juga mengeksplorasi konsekuensi dari keberadaan media digital dalam membentuk teknik dan proses di mana para peneliti melakukan studi etnografi. Metode ini mempelajari dan mengeksplorasi masyarakat informasi di dimensi dunianya kemudian secara metodologis diceritakan kembali melalui laporan penelitian atau penelitian akademis teoretis.

Kata Kunci: Media, Etnometodologi, Sosial, Budaya, Digital Diterima : 25-10-2019 , Disetujui : 17-12-2019 , Dipublikasikan: 29-12-2019

DIGITAL ETHNOMETHODOLOGY: MEDIA CULTURE STUDIES OF THE INFORMATION SOCIETY IN THE DIGITAL AGE

Abstract This article explores in detail how ethnographic studies use as research methods of the Information Society in the digital age. Explains the method of analyzing and describing observation data generated and the researcher becomes inactive participation in the information society. Research methods that use an ethnographic approach have the aim to produce diversity and complexity of culture. The description of activities and social interactions that occur in this information society can be shown in detail using ethnographic methods. This article method is a descriptive qualitative study approach with literature study and case studies of digital activity in the Indonesian digital artist community. The results are the ethnographic method tends to lead to the quiet study of the daily lives of community members or social groups (communities). Digital Ethnomethodology describes approaches to conducting ethnographic studies in the contemporary world. This method invites researchers to consider how to live and research in a digital, material and sensory environment also explores the consequences of the presence of digital media in shaping the techniques and processes in which researchers conduct ethnographic studies. This Method by studying 110 Jokhanan Kristiyono, Rachmah Ida and exploring the information society in its world is does not leave or do not use methodological dimensionally then academically methodologically research necessarily, which is quite rigorous retold through theoretical academic research. and structured. Poetic evidence and style Keywords: Media, Ethnomethodology, Social, are pragmatic. Guaranteeing the truth and Culture, Digital structure of scientific procedures for physical science or science. The language of observation Introduction is one of several agreements that separate ethnographic research from a novel or literary Ethnography is a study or research work. The rejection of objective truth generally with an empirical and theoretical approach. or universally is based on the impossibility of This is a derivative of anthropology (culture) conformity between one world and another with the main aim of producing detailed and the impossibility of accurate or adequate and holistic descriptions and cultural representations. Ethnographic studies become analysis based on intensive fieldwork. an important theoretical foundation in To be able to understand the study using grounded research analysis of modern society ethnographic methods, we must know about the basic concepts of ethnography itself first. (Reeves, Kuper, & Hodges, 2008). Ethnocentrism is a process in which the values Ethnography is one method of social and ways in which one sees the world based on science research. This study is very dependent one particular culture are used to understand on personal experiences and participatory in and assess other cultures. The basic concept the subject of research. Not just observation. of ethnocentric itself is to see how subjects Ethnographic researchers often work in teams form «the other» as aliens and impose certain with multiple disciplines. The focal point of worldviews on them. this study is how to intensively cover language Research that uses an ethnographic and cultural meaning, an intensive study approach has the aim to produce diversity and from one field or domain, and a combination complexity of culture. Including unspeakable of historical methods, observations, and assumptions or realities that are taken for interviews. Ethnographic research uses three granted, or can be called Thick Description types of data, namely: interviews, observation, (Geertz, 2008). The cultural context of and documents. And later it will produce three ethnographic media orientation studies is types of data, namely: quotations, descriptions the keyword for a qualitative method with and document quotations listed, until finally participatory observation, in-depth interviews producing an analysis product, i.e. narrative and Focus Group Discussion (FGD). The description (Genzuk, 2003). epistemology of this study is a realist. With Modern society in the digital age is problems that are usually raised about the an information society with the support of issue of translation or justification of truth that information and communication technology is objective or not universal (Barker, 2014). that continues to network and keep growing Ethnography as part of a researcher’s (Kristiyono, 2017) (Castells, 2010). To study tool understanding to look for the effort of modern society in this digital age using an ongoing understanding to re-describe ethnographic studies are a choice of research the world which can enrich culture with methods. The description of activities innovative ideas. Ethnographic research and social interactions that occur in this

ETTISAL Journal of Communication Digital Etnometodologi: Studi Media dan Budaya pada Masyarakat Informasi di Era 111 Digital information society can be shown in detail research subject. Ethnographic research with using ethnographic methods. Ethnography, analyzed relationships (Grillo, Donahue, which emerged from anthropological studies Mathisen, Wain, & Wright, 1995). Researching and adopted by sociological studies, is a gender with media consumption (I Ang & qualitative methodology suitable for studying Hermes, 1996). And there are many more the beliefs, social interactions, and behavior developments in research on feminists who of community groups. Involves participation use the study of ethnographic methods. and observation over a certain period, and Research with ethnographic methods is interpretation of data collection (Denzin & inseparable from criticism from researchers, Lincoln, 2011). Ethnographic studies require especially researchers from the science of specific methods in communication media anthropology as the basis of ethnographic research in analyzing in-depth subjects of study. Studying about the audience of digital society research (Kaun & Uldam, television viewers with cultural theory and 2018). The advantage of using this method ethnographic methods to explain and describe for communication media research is that it; producing a comprehensive picture of the ethnographic method tracks everything social life is a very difficult task. Researchers cultural institution or organization doing will find sub-cultures that are numerous and whether it is recognized or not both formal complex. Each sub-culture is determined by and informal. And by analyzing social group interactions as research subjects. The relations, the relevance of his experience can explanation of the picture must be written in the be highlighted in detail. Text and discourse in researcher’s own language (Garfinkel, 2017). the organization can be a means to maintain This scientific article tries to explore in detail control, and researchers can track how it all how ethnographic studies use as research happened, through neutral documentation methods for media and communication such as planning and calculation documents. research in the digital age in the information Some research or media research that society, includes how to analyze and describe studies audiences or audiences to uncover the the data generated during observation and culture of media use in the practice of social how researchers become inactive participation life also uses many studies of ethnographic in the information community. approaches. As an example Morley (1986) Research question in this article is how and Luil (1990) use the ethnographic method ethnographic studies can be use as research of the audience to examine patterns of methods of communication media research watching in the family. John Fiske (1987), in the digital age? Including how to use uses ethnographic to study the audience by ethnomethodology research in depth through looking at the shift of audience attention from participatory observation is not active in the the textual and ideological constructs of the information society in the digital age with a subject to the subject position socially and case study of digital activities (digital activism) historically. Fiske’s research is more directed community or digital community groups. to Pop Cultures or popular culture research The purpose of this research-based (Saville-Troike, 2008). scientific article is to find out and understand Ethnographic methods is widely ethnographic studies used in communication use on feminist research, starting with media research methods of the information Radway (Radway, 1984) who use model as a society in digital age. The benefits to be

Vol.4, No.2 December 2019 112 Jokhanan Kristiyono, Rachmah Ida gained from this research are theoretically relates; awareness of changes in behavior developing communication media research that occur when understanding behavior and methods in understanding and describing the beliefs in a cultural or organizational context information society in the current digital era. and the need to study groups or cultures ‘as The research method that will be developed is’ (Mackenzie, 1994). is the ethnographic method of the study of communication media or can be called Literature Review digital ethnomethodology media research Ethnomethodology:Ethnographic and communication. This method stages Studiesasa Research Method of the research process, the first is a field Ethnography is a practice and investigation by tracking everything done by expression with a broad history of the past an institution or cultural organization whether which of course includes philosophical, it is recognized or not formal or informal, in political, spiritual, and aesthetic elements. this case, the Indonesian Biennale digital art These elements sometimes define culture, community and the Lenteng Forum. Second, mention people’s names, and tell who they conduct observations and in-depth interviews. are and what happens. In short, ethnography The researcher acts in active participation in grew from the main discourse or discourse of the community, then analyzes social relations, colonization. Today, academics question the the relevance of the experience of activities in legitimacy of the discourse. The development the community can be highlighted in detail. of ethnographic studies in the modern era Text and discourse in the organization can be is currently very rapid, researchers in the a means to maintain control, and researchers postmodern or postmodernist era also set can track how it all happened, through their own agenda. neutral documentation such as planning and First, postmodern ethnographers calculation documents (DeVault, 2006). position language, flow, text, or symbol This process involves collecting data systems in privileged positions outside of through records, journals, audio-visual previous ethnographic schools. Discourse is material, and cultural artifacts. Data collected not only a means to understand culture but from two (2) research sites, namely digital also culture itself. Second, they argue that the artifacts, the Biennale website and the Lenteng ethnography of the past was written in colonial Forum as a place for the Online Movement of construction so as to present a westernized digital movements and the collection of data view of the Other. Third, they suggest that through physical activities Offline Movement. more than one truth can be collected from The third stage, conducting data analysis ethnography and that one interpretation taken using code (coding analysis) and references. to be Truth only contributes to the order of This is reinforced by triangulation and hegemony. Thus, the nature of ethnographic analysis, using techniques such as interviews politics, according to post-modernists, - both individual and group, and informal reappears with new vengeance and new perspectives. Ethnographers or researchers dialogue (Naidoo, 2012). of ethnographic studies are researchers with The epistemological framework of interpretative expansions, who are more digital ethnography includes meaning and interested in the problem of cultural meaning behavior in any situation, and how this than in social action. Ethnographic researchers

ETTISAL Journal of Communication Digital Etnometodologi: Studi Media dan Budaya pada Masyarakat Informasi di Era 113 Digital have not generally represented the ways in give consideration”, but are also not sure that which the observed world of culture is closely actors have self-awareness and calculation embedded in a larger and more impersonal Ethnographic Studies in Communication system (Coleman & Von Hellermann, 2012). Research Challenges An in-depth understanding of Research with ethnographic methods ethnomethodology can be seen or learned is inseparable from criticism from researchers, from the efforts of the founder or initiator of especially researchers from the science of ethnographic methods or commonly called anthropology as the basis of ethnographic ethnomethodology, namely Harold Garfinkel. study. Including research in the study of Media Following Durkheim’s understanding and Communications, one of which is research of “social facts” Garfinkel considers that on television audience audiences with cultural social facts are the most fundamental or theory and ethnographic methods explaining fundamental sociological phenomena, but that; producing a comprehensive picture of there are significant differences compared to social life is a very difficult task. Researchers the understanding of social facts according to will find sub-cultures that are numerous and Durkheim. Durkheim argues that social facts complex. Each sub-culture is determined by are outside and compel individuals, seeing group interaction as the subject of research in individuals as actors forced or determined by this case the audience of television viewers. social structure and order. Actors have little The explanation of the picture must be written power or ability to determine structures and do in the researcher’s own language (Webster, not even have the freedom to make judgments in those structures. Ethnomethodology 2001). researchers even tend to refer to these actors Other research on media audiences as “the fool who gives consideration”. using ethnographic methods, namely Ethnomethodology talks about how in communication media research the objectivity of social facts as members’ using ethnographic research methods the achievements or those produced and researchers must act as storytellers and produced by members of social groups. academic theorists. The researcher must write This achievement is a product of member academically (academic writing style) with methodological activities. Garfinkel describes theoretical studies to describe it as a storyteller. ethnomethodology’s attention as follows: Researchers with ethnographic methods worry about the validity in ethnography as a Respecification: Evidence for locally produced, naturally accountable phenomena of order, logic, tool to provide a true picture of the reality of reason, meaning, method, etc., in and as of the daily life (Ien Ang, 2006). essential haecceity of immortal ordinary society.- (Heritage, 2013) Ethnographic studies can use tools of analysis such as: Uses & Gratification, Encoding Ethnomethodology focuses on the / Decoding, Readings, Effects, Negotiation, organization of everyday life or Garfinkel Interpretation, Symbolic Resistance. But it describes “eternal ordinary society”. must be careful using the tools analysis if Ethnomethodology is not macro sociology using an ethnographic study approach, with (in Durkheim’s perspective) but also does not a large number of discursive scalpel tools see it as micro sociology. Ethnomethodology so as not to cause chaos in empirical reality. researchers refuse to treat actors as “fools who Another example of barriers to ethnogration

Vol.4, No.2 December 2019 114 Jokhanan Kristiyono, Rachmah Ida studies is that research on audience reception describe in detail and analyze the production in media studies is a fairly complex research process of artworks until the installation process, attitudes and patterns of audiences exhibition conducted by the art community. or audiences towards the media cannot These modern artists produce works of art be simplified by the term “resistance” or in digital format and try to communicate persistence or the term “passivity”. Such their art as a form of silent resistance, protest as research on audience understanding or and criticism of the hegemony that occurs television audience (Rachma Ida, 2014). in society such as ideology, norms to myths These theoretical understandings that and social movements in the form of digital must underlie ethnographic researchers in activities to conduct “silent protest “Against providing a true picture of the reality of life the hegemony created by the development under study. Not only as a retelling or story of digital communication technology itself or telling of a reality but must be explained with can be called the Digital Counter Hegemony. empirical theoretical. Other challenges in This form of criticism by digital artists ethnographic studies are studies using scalpel is silent resistance to ideology, norms, rules encoding / decoding, research that encourages and myths that exist in society, especially diverse interpretations of media texts during modern Indonesian society, which are always the production and reception processes (Hall, connected in the Internet. This hegemony 2001). Stuart Hall explains the existence of over the ideology or belief of social society is a 3 (three) different interpretations, namely: critical social theory of Marxism in Gramsci’s First, the position of domination-hegemony. mind and perspective (Carroll & Ratner, 2010). Second, negotiations about the souvenirs Digital media is not only determined who mixed their interpretations with their by technology and networking, but is also social experiences. Third, opposition, that shaped by individuals or social groups. is, the audience opposes or opposes the Groups and individuals in the digital realm representation offered in the media broadcast. invite others to join their communities by offering their own charm, in fields as diverse Results And Discussion as social activism, religion and militant Data Result fundamentalism (Fuchs, 2015). In the Case Study: Ethnographic Research on information age and with the communication the Indonesian Digital Art Community technology support, the development of pop cultures also increases and dominates Social Movement the cultural changes in Indonesian society. Case studies that can be linked to this The world and the life of modern society article is research on the activities of digital are shaped by the trends of globalization artists in Indonesia, especially the Indonesian and conflicting identities. The information Biennale arts community and the Forum technology revolution, and the restructuring Lenteng community. research conducted by of capitalism, have created a new form of researchers ethnographically on the social society, network society (Castells, 2011b). This movements of the Indonesian Biennale arts is marked by the globalization of economic community and the Lenteng Forum for 2 activities that determine strategically, with the years (2017-2019). This study conducted form of organizational networks. A culture of in-depth observations and interviews to true virtuality built by a broad, interrelated,

ETTISAL Journal of Communication Digital Etnometodologi: Studi Media dan Budaya pada Masyarakat Informasi di Era 115 Digital and diverse media system. The counter hegemony conducted by New social organizations were formed the digital art community in Indonesia is a in the modern era, in their broad globality digital movement (digital activism) to fight and spread throughout the world. This the ideas of the mainstream culture. Digital global social organization became industrial art works exhibited by this community are capitalism in the 21st century, moving it to expressions and aspirations as a form of shake institutions to change culture. The resistance to domination and determination organization creates wealth and drives that occurs in modern and contemporary poverty, spurs greed, innovation and hope, society today. Modernity that occurs at this while creating difficulties and instilling time in the information society, especially despair in the world community. It’s easy artists, can be characterized as an attitude to agree on the fact that all identities are of backing cultural traditions, collectivity built from a sociological perspective. The and continuously prioritizing technology real problem is how, from what, by whom, and individualism. Modern art that occurs and for what. Identity development uses in Indonesia shows the development in two basic material from history, geography, opposite directions. First, modern art which biology, institutions of production and is totally and deliberately not based on reproduction, from collective memory and tradition or culture. This modern art through personal fantasies, from the apparatus of an exogenous process. Second, modern art power and religion (Castells, 2011a). Changes which makes cultural traditions as a reference and developments in communication and for the creation of modern art works. This information technology that is fast until the modern art through an endogenous process emergence of a transitional social life upheaval. (Djatiprambudi, 2005). Art works and art performances experience This research studies in depth (grounded new disturbances and threats, especially research) the process of digital movement from communal groups such as religion, (digital activism) of the Indonesian digital art ethnicity and certain groups, including forms community. The Digital Ethnography Method of cultural domination and determination is used as a research method, the researcher of middle currents that occur in Indonesia observes participation actively in the process (Rachmah Ida, 2015).The development of of producing digital communication on digital fine arts and performing arts in Indonesia art works of Indonesian digital artists, namely has experienced significant developments, the digital art community of East Java Biennale, especially with the support of communication Yogyakarta Biennale and the Forum Lenteng and information technology. Art shows and Arts Community. Researchers analyze and digital form art exhibitions continue to grow. describe the digital counter hegemony that Young artists of performing arts and fine occurs in the digital art community. The arts in areas such as Surabaya began to build purpose and benefits of this research are to visual arts communities. These visual artists obtain a preposition of Gramsci’s hegemony build and form communities because they theory to the information society in Indonesia, have a common interest, namely video art, especially the Indonesian digital art performing arts and electronic-based music. community that uses digital communication Surabaya’s new media arts center was formed media in conducting social interactions. in 2007.

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Interpretation And Discussion cared about how individuals and groups live Digital Ethnomethodology: Ethnographic their lives in social spaces. With the increasing use of the internet in social life, ethnographic Studies of the Information Society in the researchers in the digital era need to consider Digital Age how to integrate data from online spaces The current social society has into “traditional” ethnographic research. transformed into an information society While traditional ethnographic methods (i.e. that is interrelated and connected with the observation of people and informal interviews) existence of information technology support. continue to be useful, researchers need to Indonesian society has entered a new era, conceptualize “space” or what can be called namely the information age with the process cyber space and what are considered valuable of global social change. This change is caused interactions, and how existing (and new) tools by the transition from an old industrial can be used to collect data. Studying a group society to a growing global network society. of people in their “natural habitat” now Digital activities in contemporary society or includes online habitat.” It can be concluded information society in Indonesia as digital that ethnographic researchers in the cyber identities with the existence of digital era must consider how digital space informs activities have emerged with a common the study of physical communities and social goal. Information and communication interactions (Hallett & Barber, 2014). technology that continues to grow rapidly It is no longer inconceivable to conduct in the 1990s, especially the development of ethnography without considering online space networking technology (networking) can (cyber space). Technology develops at a very connect all information from all corners of rapid pace, changing the way people access the world without any limitations on space local and global news, connect with others, and time (Castells, 2011b). Research on the form communities, even falsify identities or media that studies audiences with the aim become a different person from the truth. Cyber of uncovering the culture of media use in the spaces are no longer on the margins of life, but social life of the community with the study of are very important and fundamentally change ethnographic approaches was widely carried the way people around the world do their out in the 80-90s when television technology work and daily life. Emails, text messages, and developed in the community. One example is Facebook posts replace handwritten letters. the study of television watching patterns in Blogs and websites are more common sources family ethnographic methods for examining of information than printed magazines and family watching patterns. In addition, newspapers. Twitter allows people to post analysis of popular cultural approaches using updates instantly (microblog timeline). ethnographic methods also developed in the These spaces also become sources of news early 1990s, for example research that studies (information), political organizations and the television audience audiences by looking at global economy. shifting audience attention from textual and The reality of life is now more on ideological constructs of the subject. This online interaction, ethnographic researchers research refers to the position of the subject (ethnographers) who study contemporary socially and historically social life must consider online space as a Ethnographic researchers have long “level” or another place where participants

ETTISAL Journal of Communication Digital Etnometodologi: Studi Media dan Budaya pada Masyarakat Informasi di Era 117 Digital live and reside. Although the Internet has every aspect of life in developed countries, become a part of everyday life, some traditional computer-mediated communication or ethnographers (including social scientists in Computer-Mediated Communication general) have created an online social space as (CMC) enables the speed of information and an aspect of their research design. Instead, they communication interaction (Rogers, 2010). tend to approach physical space studies using Online space has significant face-to-face interviews and observations. In consequences for the way and patterns of life of contrast, cyber ethnographers, design studies a person and society, thus social life researchers often only look at life online by checking blogs, in the cyber world must study social life in chat rooms, and other online interactions. depth and detail in online life or digital lives. While these two approaches are not always Understanding ethnographers integrating mutually exclusive, many ethnographers these spaces (cyber space) into studies that go underestimate, avoid, or fail to see the role beyond cyber-ethnography has the potential online spaces play in the daily lives of their to inform the epistemological foundations participants (Garcia, Standlee, Bechkoff, & Cui, of ethnographic research in the modern era. 2009). Finally is not include epistemologically The online space influences daily social life, prominent methods of data collection. While and then discusses multi-site ethnography traditional ethnographic methods (informal (offline-online) and the process of adopting observation and interviews) continue to be innovative ideas, such as incorporating digital useful, researchers need to conceptualize data collection, as ethnographic tools. what is considered a site or place of research. Conclusion Study a group of people in their “natural habitat” now including their “online habitat”. Ethnomethodology is the study of a However, unlike cyber-ethnographers who collection of knowledge based on common only focus on the process of conducting online sense and a set of procedures and methods that studies, digital ethnographic research does can be understood by community members not only conduct internet-based research; but and make it a basis for action. This method instead, digital ethnographic studies explore tends to lead to the quiet study of the daily the importance of incorporating online space lives of community members or social groups. (in networks) into “traditional” ethnographic While phenomenology researchers tend to research (Hallett & Barber, 2014). Research focus on what people think, ethnomethodology location can be do in traditionally (physical researchers pay attention to detailed studies observation and interview) and cyber space of people›s conversations. This is contrary (online study). to most mainstream sociologists or social The adoption of a digital methodological researchers who focus on abstractions approach using cyber-ethnography is very such as bureaucracy, capitalism, division slow. Rogers believes that the process of of labor and systems. Ethnomethodology combining innovative ideas and practices sociologists focus on the problem of how begins with innovators and early users before various structures are created in everyday life, the majority takes notice. Online social space sociologists or ethnomethodology researchers has changed the way people communicate are not interested in phenomena such as and interact. Network-based information the structure itself (Naod & Ritzer, 2001). technology (networking) entered almost Digital ethnography outlines the approach

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