What is ethnography used for?
Ethnography
Ethnography (from Greek ἔθνος ethnos "folk, people, nation" and γράφω grapho "I write") is the systematic study of people and cultures. It is designed to explore cultural phenomena where the researcher observes society from the point of view of the subject of the study. An ethnography is a means to represent graphically and in writing the culture of a group. The word can thus be said to have a double meaning, which partly depends on whether it is used as a count noun or uncountable.[1] The resulting field study or a case report reflects the knowledge and the system of meanings in the lives of a cultural group.[2][3][4]
Video ethnography
In addition to issues relating to the creation and preservation of the video recording, its contents should be considered. To evaluate the objectivity of the research, questions of bias must be addressed. In theory, the ethnographer acts as a passive participant and captures data relating to the participants. For the format of video ethnography, it should be determined whether it is the ethnographer's perspective expressed in the video or that of the participant(s). By determining perspective, questions of why the particular event was recorded, how the participants were shown, and how this medium relates to the ethnographer's research can be answered. 
These issues relating to perspective have been prevalent in anthropology, and, as a result, theories of addressing bias are embedded in ethnographic discourse. Kenneth Pike considered bias of perspective and formulated the theory of Etic and emic. This concept has been further discussed and operationalized in the works of anthropologists, Marvin Harris, and Ward Goodenough.