There has been a considerable shift from the original positivist ethnographic studies of Malinowski (1922) and Mead (1960), with researchers claiming total objectivity and the ability to observe and record the ‘reality’ of a new context in an almost automatic fashion. It has been accepted for some time that all researchers enter an ethnographic study steeped in their own social and cultural biases but these are now explained and presented rather than being ignored and assumed to be irrelevant. Ethnography is both ‘emic’, or insider research, and ‘etic’, or outsider research; although the researcher is an outsider, the emphasis is on the ‘going in’ and not standing apart from the context. In some cases the researcher is already part of the context being studied, or if not, than they become part of that context. It would, held by true ‘insiders’. Crossman and Rallis highlight the fact that ‘fully representing the subjective experience of the participants…is an unachievable goal’; it is therefore their understanding of what they have learned’ (1998, 38). As Fetter man point out, ‘an emic perspective compels the recognition and acceptance of multiple realities’ and that ‘documenting multiple perspectives of reality is crucial to understanding of why people think and act in the different ways that they do’