Ethnography of Target Express

Since I didn't quite have enough time to make the trip to any mall nearby, I decided to do an ethnography of the Target Express in Dinkytown instead.

Immediately upon entering the store I realized the dynamic shift in body language and walking styles of those outside of the store vs. those inside.  It was interesting too to notice and feel the shift in myself as well as the group I had walked in with.  Those on their way out the door look straight ahead without veering, walked with purpose and speed, and seemed to pay no attention at all to what was happening around them.  Those inside the doors however, including myself, seemed to engage in the opposite style of movement.  We had a sort of 'wandering' look about us (or so I imagine), taking in the scene of the store laid out before us, thinking hard about what it was we needed and where we needed to go to find it.

In front of me stood a girl who looked like she had absolutely no idea where she was going or what she was looking for.  I could see others behind her start to get frustrated, as she was blocking their paths, but still she stood with that 'wandering' sense about her.  Then, almost as if a lightbulb suddenly shone bright in her head, she did a complete 180 and headed out the door past me.  Interesting.

I began to notice more closely those around me, and couldn't help but attribute stories to the people I saw even though I didn't know them at all.  Upon reflection I now realize that this realization was an important part of the ethnographic experience because I think sometimes we project our thoughts and beliefs onto others even when we know hardly nothing about them at all.  Is a good ethnography completely objective?  Or does implementing our own experiences and ideas make the observations valuable?  And if we were to take a step back and reflect on our own projections onto the people we observe, would they give us an even better insight into society and how we understand people?