Organizational ethnography in a world permeated by digital technology

Abstract

Digital technologies permeate much of the life of society as a whole, with organizations and academic circles no different. The development of studies on the use of these technologies in production and customer relationship processes is a topic in evidence in the academy of administration, as well as a better understanding of the methodological operationalization of the research that involves them. Therefore, the objective of this article was to analyze and present the stages of an ethnography that analyzed the role of digital platforms in a Brazilian bakery. For this, the researchers For this, the researchers present the role of digital platforms in the method, and the way in which the approximations and data collection were carried out in this organization that, despite not depending on digital platforms for the production of its products, uses them in all others. Law Suit. Among the contributions of the study, we show how digital platforms in management studies are presented in a dual way, impacting the observed organization, its processes and culture, and also impacting the behavior and processes of the researcher, who starts to rely on these platforms to collect data. and store them.

Keywords

• etnografia
• tecnologia digital
• estudos organizacionais