How to do

Cultural Mapping

LEANDRO M. FERNANDEZ JR
MTI/ ALS Mobile Teacher
What is cultural research?

 CulturalMapping is a form of research;

specifically it is a form of cultural
research. It is a cross-disciplinary
endeavor that applies a range of
methods. It is concerned with researching
the ways in which communities and
groups express their knowledge of the
world. It focuses on the “meaning” of
culture in all its diverse forms.
Therefore, mapping research is holistic. This
can sometimes overwhelm the researcher and
the team. However, the proper approach is to
stay focused on the various aspects of culture
that you are writing about. Think of mapping
as a collection of heritage resources. Slowly,
we build up the data base using research from
various disciplines and paradigms.
Remember:
The members of the cultural mapping team must be aware of
their intentions to be able to guide the conduct of the research.
Cultural research has the following unique yet significant
characteristics:

• A form of cultural activity;

• Goal-oriented (inclusive of community’s goals); and
• Participatory and should be meaningful to the community.
Emic, Etic, Etmic: Approaches to
Cultural Mapping Research
 Emic and etic refer to two different approaches to researching
human beings. The emic approach (sometimes referred to as
“insider,” “inductive,” or “bottom-up”) takes as its starting point
the perspectives and words of research participants. The etic
approach (sometimes referred to as “outsider,” “deductive,” or
“topdown”) uses theories, hypothesis, perspectives, and concepts
from outside of the setting being studied as its starting point. The
“etmic” is a fusion of the two approaches, where one uses both the
insider and outsider points of view.
Methods in Cultural Mapping
Research
 1. Quantitative Research
 2. Qualitative Research
 Ethnography
 Interview
 Historiography
 Participant Observation
 Conclusion
Qualitative Research

 Ethnography is a method used by anthropologists in the study of culture. It documents routine daily lives of
people (Fetterman 1998).
Classical ethnography suggests that the researcher lives with the people or spends time with them such as
regularly visiting the community. Local cultural mapping is able to address this concern since the mapper comes
from the community or is well-oriented with the activities of the community.

The Process of Ethnography

 The first step is to identify the problem or topic of interest. The topic of interest refers to the various heritage
domains defined in the earlier chapters. If the topic of interest has been researched in the past, a
conscientious mapper should read on the prior literature about the topic.
 The second step is fieldwork, where data collection is involved. The researcher gathers detailed and in-depth
information on the heritage of the community through interaction with community members and participation
in the collective social life.
 The third step is the writing process. This is not an easy task especially when you want to capture what has
been shared during the fieldwork.
 The fourth stage in ethnography is the analysis. This is when insights are generated.
 The last stage is reporting. This involves the publication and dissemination of your research. In cultural
mapping, the reports are expressed in accomplished forms which are part of the cultural profile of the
community.
Interview
 The interview is the most common qualitative method used in cultural
mapping. It is a conversation between people, wherein a person (the
researcher) asks pertinent questions related to the topic of research.
According to Kvale (1996), the main task of interviewing is to
understand the meaning of what the other person is saying. This other
person may be called by different names: interviewee, respondent,
participant, key informant.
 During the interview :
 Prepare set of questions
 Questions should be cleared and concise.
 Be sensitive with the “cues’ from the respondent.
 Can be conducted one on one , in group or FGD.
Mapping is a community-based and participatory research. You
must have realized that the methodologies prescribed in this
chapter advocate sensitivity.

 • We want to tell our stories: rewriting and re-righting

of history.
 • We would like our worldviews, indigenous knowledge
systems and practices to be brought in the forefront.
 • We want methods sensitive to the community.
 • We need to recover our language.
 • We see the value of looking at alternative ways of
knowing (theorizing) and doing (application).
Ethical Principles in Cultural Mapping
 1. Consent
 2. Behavior and Personal Integrity
 3. Respect
 4. Anticipate Consequences
 5. On the Use of Technology
 6. Outcomes
 7. Rights Pertaining to Indigenous Peoples
Consent

 Getthe informed consent of participants or

members of the community in the mapping
activities. The consent can be in verbal or written
form. The mapper should have ensured that prior
to any research conducted, s/he would have
discussed the purpose and the people/agency
conducting the research.
2. Behavior and Personal Integrity

A mapper represents the local government unit or

office/agency. Therefore, it is important that s/he
is able to maintain proper behavior and personal
integrity at all times. Being open, honest, and
flexible will surely help. There are several
instances when mapping might be a totally new
experience for many participants, therefore the
researcher should invest time and resources in
building trust and rapport.
3. Respect
 Putlocal values, needs and concerns first. Prioritize
the local toponomy, the terminology or language
used by members of the community. It is good
practice to believe that locals know their culture
more than an outsider. Therefore, do not insist on
what you know. Listen and validate your prior
knowledge. Ensure that the mapping processes are
understood by those concerned.
4. Anticipate Consequences

 Do your best to recognize that you will be working

with socially differentiated communities and that
your presence will not be politically neutral. Avoid
raising false expectations and avoid exposing people
to danger. Avoid outlining boundaries except if this
is the specific purpose of the exercise. Be careful
about causing tensions or violence in a community.
5. On the Use of Technology

 There are instances when you need to use modern

technology (camera, video, GPS, etc.) in
documenting the research. If this arises, consent
should be obtained. There is nothing wrong with the
good old chat or story-telling since this rely on
local, indigenous technical management and spatial
knowledge. Should you use modern technology,
explain what this technology would do and show the
people or community what you have taken after.
6. Outcomes
 Have the practice of validating the data with local
community members and experts in the given
field. The community’s stamp of approval will
ensure the validity and reliability of the research.
Tokumaru (in Bendrups 2017, 459-460) calls this
the “fieldback,” where the mapper (even if s/he is
from the locality) takes time to show the
community the mapping results.
7. Rights Pertaining to Indigenous
Peoples
 Ensure protection of Indigenous Knowledge Systems and
Practices (IKSP) for indigenous communities. Since the
Philippines is bound by the Indigenous Peoples Rights Act
or IPRA on the section for research, the mapping team
should consult with the National Commission on
Indigenous Peoples (NCIP) or community IP leaders prior
to mapping, especially in obtaining a Free Prior Informed
Consent (FPIC) from the community and duly witnessed
by the NCIP.
“ If you do what is right,
and do what is best,
God will do the rest.
”
- Diosdado Macapagal

Thank You!