The term “ethnography” designates a particular methodological tradition in social and cultural research. Historically, it is associated with documentary and analytic practices developed by agents of the European powers between the 18th and 20th centuries, which supported their projects of imperial expansion and colonial administration. Methodologically speaking, ethnography is categorized as “qualitative,” in that it seeks to record, interpret, and explain human communication in the unique contexts of participants' local activities and their subjective meanings. Because organizations constitute both a principal agency and object of (post‐)modernity, they have proven to be rich and enduring contexts for ethnographic research. Nonetheless, the formal use of ethnographic methods to explain human organization has waxed and waned in popularity over the past hundred years. Organizational ethnography in the 21st century faces turbulence that will stimulate redefinition of the enterprise.