New developments in multimedia and hypermedia technology have raised important questions for the conduct and dissemination of sociological research. Attention has traditionally focused on uses of new media for teaching, but their application to research is now also becoming clearer. There has been particular interest—although little practical work so far—on how ethnographers might use hypermedia in planning, design, analysis, and presentation of ethnographic work. This article offers findings from the authors’ current ESRC project, which examines the appropriateness of hypermedia for the production of ethnography. The theoretical and methodological implications for sociological knowledge of this new technology are discussed. The authors also address arguments about the potential for transforming the production of sociological knowledge through granting equal weight to the audio-visual plane of meaning as that given to the verbal and situate their discussion within debates over new forms of reading and authoring offered to sociology through electronic media.
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