This entry provides an extended description of the meaning and forms of ethnography. It begins with a survey of definitions of the word ethnography and how it has been disparately defined across fields. Following this, a brief history of the ethnographic enterprise is charted from the late nineteenth century to the present day. Subsequently, we discuss ethnographic methods by identifying, fieldwork, participant observation, field notes, and interviewing as some of the key tools used in ethnographic research. We conclude with a discussion of five modes of ethnographic research and writing: interpretive ethnography; critical ethnography; performance ethnography; feminist ethnography; and autoethnography.

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Veganism and plant-based diets have grown exponentially in popularity in the UK in recent years. Despite this overall growth in popularity, however, there remains a gender disparity amongst vegans, with men remaining under-represented amongst those identifying as vegan. The increased popularity of veganism and plant-based diets has both resulted in, and been boosted by, a recent surge in the number of vegan and plant-based cookbooks being published to the UK market. This article offers a qualitative textual analysis of three vegan and/or plant-based cookbooks by male authors published to the UK market in 2018. This analysis suggests new ways of thinking about the roles of food and diet in constructing and inscribing masculine identities, and the power that the vegan movement, in its broadest sense, has to either reify or challenge prescribed and restrictive masculinities as it seeks to promote veganism and plant-based diets.