Based on ethnographic fieldwork the research project analyzes the scholastic, profession oriented and academic learning context. Conceptualized as context these three contexts are place and space for the ongoing fieldwork and for case studies carried out in Upper Secondary schools, Nursing education and education at universities. The main focus for the ethnographic studies is concentrated on educational innovation and strategies for organizational and pedagogical development (Borgnakke 2010b).
Using ethnographic approaches to explore the innovative context and to contextualize ideas, norms and values for organizational development the basic concept of context are placed in the center of research reflections. Further the shifting contexts, and in one of the cases even shifts between online and off-line contexts are a challenge for ethnographic analysis and methodology.
Concerning the ethnographic principle “following the field of practice” and the digital conditions concepts of ‘field place and space’ need to be renewed, though still related to the classic ethnographic approach (Marcus 1995; Borgnakke 2010a). In accordance with interpretation of ethnography in Online communities (Leander and McKim 2002, Hammersley 2006, Borgnakke 2013a) we can also stress a rethinking moving beyond a place-based ethnography, though we still need the fieldwork to be grounded and situated. In research terms ‘following the field’ therefor means following courses across online- and offline spaces tracing the flows of objects, texts and the embedded multiple contexts.
On this background the paper will rediscover the ethnographic meaning of the flows of objects, texts and multiple context as well as clarify the relation to sociological analysis and concepts of field (Bourdieu), discourse (Foucault) and paradigm (Kuhn).
Close to the empirical findings the paper will exemplify the ethnographic meaning of strong context marks related to the discourse of the life world of Academia and Profession. In the analysis the strong marks in the academic and profession oriented learning context represent the dilemma between the mass university and the classic Academia. Further the online learning context represents the new condition and shows how the virtuel university and the internet version makes the academic context visible by restoring the lost aura.