Doing Ethnography in AirSpace: The Promise and Danger of ‘Frictionless’ Global Research

Abstract

'AirSpace', according to Kyle Chayka, is the increasingly homogenized experience of the western(ized) business traveller, driven by major tech platforms (including Google, Airbnb and Uber.) As international travellers, ethnographers must account for the impact of AirSpace on their research practice. After delineating the concept of AirSpace the paper posits three dangers ethnographers must negotiate: (1) The cost of control: AirSpace offers researchers control, but can narrow the scope of research (2) The risk of superficiality: AirSpace provides shortcuts to cultural understanding, but can limit deeper comprehension (3) The assumption of equivalence: AirSpace provides shared reference points, but can create the illusion of equivelance with research subjects. By exploring these three dangers the paper invites readers to reflect on their own research practice and consider how to utilize the benefits of these platforms while mitigating the issues outlined.

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“…However, there is a danger in minimising work that is perceived to be Peripheral. Last year at EPIC we outlined the danger of 'AirSpace' -the idea that global platforms like Google, Uber and Airbnb are making ethnography 'frictionless' and thereby reducing its richly textured scope to an extended interview (Hoy, 2018). To put it simply, sometimes getting stuck on public transport may feel like Peripheral Work, but it can also lead to the most unanticipated, abductive insights.…”