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Resumo

Purpose The purpose of this paper is to challenge some of the taken for granted assumptions of contemporary ethnographic practice by exploring reasons for fieldwork and the debt that is owed to those in the field. Design/methodology/approach Exploring traditional and contemporary reasons for fieldwork and comparing ostensive and performative styles of reporting organization studies. Findings The argument is that traditional ethnographic approaches do not fit contemporary organizing practices. In their place, a 'symmetrical ethnology' is proposed. Research limitations/implications More reflective use of labels and terms. Practical implications Better communication with practitioners. Social implications Better dialogue with wider circles. Originality/value An important and timely critique of ethnography together with a reformulation and a number of suggestions for future practice.

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