The Case Study of Sherlock Holmes (2009) - Scholarly Commons ...

Reflexive examination and cultivation analysis of ethnographic field notes
This chapter will begin with a summary of my ethnographic journey, followed by a
reflexive examination of my field notes, after which I begin my cultivation analysis on
the products I encountered. The cultivation analysis examines dominating images and
ideologies found within different parts of the Holmes franchise and are informed by my
substantive, analytic and thick description field notes. I analyse the popular stereotype
of Sherlock Holmes, one that we all possess as general viewers, and examine my
primary product, Sherlock Holmes (2009), followed by various Holmes products I
encountered on my journey. For the purposes of this study the products, excluding the
primary, have been divided into three categories: original products (those written by Sir
Arthur Conan Doyle), official secondary products (peripheral merchandise and part of
the commercial franchise), and unofficial secondary products (fan-made products
published without authority). After the cultivation analysis and assessment of my
findings, I will begin to form my conclusions and present a theoretical model explaining
the levels of fandom I have established and, as an exemplar, a critique of the primary
product (Sherlock Holmes, 2009) written from the perspective of an educated fan
Field notes
For many years [Holmes] adopted a system of docketing all paragraphs
concerning men and things, so that it was difficult to name a subject or a person
on which he could not at once furnish information.
Ethnographic summary
Dr John H Watson in A Scandal of Bohemia (Doyle, 1891/2001b, p. 10)
My own “system of docketing” was based on Brewer‟s (2000) recommended division
of substantive and analytic field notes. However in order to cater specifically to my
research, I added a third division, thick description field notes. In doing do so I created a
system under which any product I encountered on my ethnographic journey would be
documented relative to both my participant and observant positions with appropriate
information. Similar to my methodological positions, my ethnographic journey is also
divided into separate divisions: pre-proposal products and post-proposal products. I first
saw Sherlock Holmes (2009) in January 2010; this viewing was done without any
academic motives and my position was that of a general viewer. Hence, my
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