I’ve mentioned previously that this semester I’m taking IMC 621 Current Topics in IMC. The class is split into three distinct topics, each with their own professor and assignments. The first three weeks was Sports Marketing, hence my blogs about sports sponsorships and the Super Bowl. Currently, I’m in the last of three weeks focusing on cultural ethnography.

Author David Fetterman defines ethnography as “the art and science of describing a group or culture.” Essentially, ethnography is the study of human behavior in a natural setting. The researcher immerses himself into that setting, usually for up to a year, to observe and study specific beliefs, values, rituals, customs, and behaviors.

It’s this focus on ethnography that has revealed a true fear that I have. I’ve been hiding behind my computer, and now a recent assignment is making me break down the virtual wall in order to put myself in the shoes of a researcher.

So far in the class we’ve served as researchers, first of a public space where we commented on the interaction of people to their surroundings or environment. Next, we focused on a specific activity where we observed individuals in a place like a library.

This week, we’ve been asked to go to someone’s house (someone we know) and observe them. Seems simple, right? No way!

When I read the details of this assignment, I panicked. I’ve realized through this exercise how much I truly enjoy being in a position that I can observe and react without ever involving myself in the process. I enjoy even more the ability for me to quietly complete my IMC work in the comfort of my home without even interacting face to face with classmates.

What have I become? I used to be outgoing and eager for interaction. Am I a hermit now or what?

This is crazy! I’m scared and anxious to begin this exercise, not knowing how it will turn out. I guess my virtual curtain has been pulled back and I’m exposed. I think in the end I’ll learn that sometimes great discomfort is the very best learning experience.

That’s what IMC and graduate school in general is about, though. Right? It’s about learning. It’s about stepping outside of a box. And, it’s about breaking out of a comfort zone. I’m sure that I will look back at this assignment and appreciate what it has taught me. In the mean time, wish me luck!