Price £300
This course has now passed.
Using Video for [Commercial] Ethnographic Research with business anthropologist Deana Kotiga (Online)
- WHAT: A 5-week filmmaking course for those interested in commercial ethnographic research.
WHERE: Online, join from your computer or tablet.
WHO: Run by Deana Kotiga, filmmaker & business anthropologist
WHEN: Tuesday evenings, 4th of Nov – 2nd of Dec. 6 – 8:30PM. (2.5 hours per session)
COMMITMENT: 15 hours contact time + 16 hours homework/fieldwork = 31 hours
WHAT YOU GET: Utilising resources already available to you, such as your own smart phone or camera, you will be provided with the tools and insight from a working professional, to make your very own short 5-minute ethnographic research film.
HOW MUCH: General: £325.00 | Concession: £275.00 | UCL Student: £225.00
DEADLINE TO SIGN UP: TBC
BURSARIES: This course offers bursaries. Visit the Bursary page for more info, deadline is TBC.
AGES: Strictly 18+
Across 6 sessions, you will learn how to capture authentic human behaviour on video, generate more insightful and meaningful footage for your ethnographic research, and understand how to translate your anthropological knowledge into the business context and vice versa. You will learn how to apply video recording and editing skills with your own equipment, enabling you to continue creating after the course has finished. With guidance from the course leader, you will master the art of distilling self-shot footage into a short documentary film.
The intended learning outcomes of this course are designed to equip participants with essential skills for using video in ethnographic research within a commercial context. By the end of the course, participants will be able to:
Apply Ethnographic Methods to Commercial Research: Understand the principles of visual ethnography and how to translate anthropological insights into actionable business strategies. This includes interpreting research briefs and designing fieldwork to address commercial objectives.
Capture Authentic Human Behaviour on Video: Master basic camera techniques, such as framing, focus, and sound, to effectively capture meaningful human behaviour. Participants will learn to shoot both interviews and B-roll footage that reveals deeper insights.
Analyse and Interpret Video Data: Develop skills in analysing video footage using anthropological concepts to identify key themes and insights. This includes writing fieldnotes, creating participant edits, and constructing a final thematic edit.
Edit and Present a Short Ethnographic Film: You will be introduced to basic concepts of free and accessible editing software, enabling participants to arrange and edit, a 3-5 minute final video. This video will showcase their ethnographic findings and demonstrate the ability to communicate insights effectively.
Develop Communication Skills for Business: Gain experience in presenting ethnographic findings in a commercial setting, using video to convey insights and inform business decisions. This includes creating concise and impactful presentations alongside online video screenings.
Overall, participants will develop practical, technical, and analytical skills to produce meaningful, well articulated ethnographic films and apply them in real-world commercial research.
This course stands out for its accessible and hands-on approach to learning visual ethnography in a commercial context. Unlike traditional ethnographic or filmmaking courses, it integrates anthropology with business needs, teaching participants how to translate cultural insights into actionable strategies for clients. The course is focused on how to efficiently communicate your ethnographic research ideas and outcomes, with less of a focus on the technical aspects.
With guidance from Deana Kotiga, a seasoned business anthropologist with extensive experience working with high-profile clients like Coca-Cola, Unilever, and Barclays, students will learn from someone with a deep understanding of both the commercial and anthropological worlds. The course ensures that students not only capture authentic human behavior but also know how to analyse, interpret, and present findings in a business context.
Additionally, participants will have the opportunity to create a short ethnographic film, culminating in a final screening and presentation. This practical project allows students to showcase their new skills while receiving feedback from peers and industry professionals. The focus on both the technical and analytical aspects of visual ethnography makes this course an invaluable experience for anyone looking to bridge the gap between anthropology, filmmaking, and business.
What is UCL’s section of Public Anthropology?
Public Anthropology is a subsection of UCL’s Anthropology department. It hosts the short course programme, Open City Documentary Festival, and several graduate degree programmes.
The two main strands within Public Anthropology are media and creative and collaborative enterprise, which both merge industry expertise with academic research agendas.
Graduate degree programmes based in the Public Anthropology section include:
Public Anthropology houses London’s global non-fiction film festival, Open City Documentary Festival. Open City Documentary Festival produces an annual film festival, the bi-annual journal Non-Fiction and screening projects throughout the year.
Public Anthropology runs short courses in filmmaking, audio, virtual reality, film theory, practical camera training and film editing.
Tutors
Deana Kotiga
Deana Kotiga is a seasoned business anthropologist, Visual Ethnographer, Photographer & Filmmaker, with extensive experience working with high-profile clients like Coca-Cola, Unilever, and Barclays.