Of rhetoric and representation: The four faces of ethnography

Influenced by the new literary movement and postmodernism, in the 1990s sociologists began to reflexively examine their writings as texts, looking critically at the way they shape reality and articulate their descriptions and conceptualizations. Advancing this thread, in our presidential address we offer an overarching analysis of ethnographic writing, identifying four current genres and deconstructing their rhetoric: classical, mainstream, postmodern, and public ethnography. We focus on the differences in their epistemological, organizational, locational, and stylistic self-presentations with an eye toward better understanding how these speak to their intended audiences, both within and outside of the discipline.