مقایسهٔ روش‌ها

	قوم‌نگاری	تحلیل استعاره
حوزه	کیفی	کیفی
خانواده	Process / pipeline	Process / pipeline
سال پیدایش	c. 1922 (Malinowski's Argonauts of the Western Pacific)	Theoretical foundation 1980; systematic research applications from 1990s onward
پدیدآور	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology	George Lakoff & Mark Johnson (Conceptual Metaphor Theory); Jonathan Charteris-Black (Critical Metaphor Analysis)
نوع	Qualitative fieldwork tradition	Qualitative research method
منبع بنیادین	Hammersley, M. & Atkinson, P. (2019). Ethnography: Principles in Practice (4th ed.). Routledge. ISBN: 978-1138504462	Lakoff, G., & Johnson, M. (1980). Metaphors We Live By. University of Chicago Press. ISBN: 978-0226468013
نام‌های دیگر	Etnografi, participant observation, fieldwork, ethnographic research	Conceptual Metaphor Analysis, Metaphor Elicitation, Critical Metaphor Analysis, Linguistic Metaphor Analysis
مرتبط	5	6
خلاصه	Ethnography is a qualitative research tradition in which a researcher immerses themselves in a social group or community over an extended period — typically three to six months or longer — to study its culture, values, and behaviours in their natural setting. Originating in social and cultural anthropology, and consolidated as a rigorous method by Bronisław Malinowski in the early twentieth century, ethnography produces rich, contextualised accounts of how people live, work, and make meaning together.	Metaphor Analysis is a qualitative method that identifies, classifies, and interprets the metaphors embedded in language to reveal how speakers and writers conceptualise experience, construct meaning, and exercise ideological influence. Grounded in Lakoff and Johnson's Conceptual Metaphor Theory, it treats metaphor not as a literary decoration but as a fundamental cognitive structure — ARGUMENT IS WAR, TIME IS MONEY — that shapes how people think, reason, and act. It is widely applied in psychology, education, political discourse, health communication, and organisational research.