The field study

An overt, non-participant observation was conducted on selected DS divisions, Trincomalee Town & Gravets and Kinniya- in locations such as mobile phone related shops; the participants’ business establishments; homes headed by females; market places; town centres etc. to observe and gather data on the general use of mobile phones in the region, especially by women. The views and opinions of the public in the area on female mobile phone use was also sought. Thus, the field observations

enabled the researcher to examine actual social interactions as they occurred and understand the changes that may have taken place in the lives of women.

While in the settings and during the depth interviews and FGDs, the researcher could observe and understand the research participants’ actual use of and familiarity with the mobile phone. For instance, asking them about the number of contacts (phone numbers) they had saved on their mobile phone, the pictures used on the mobile phone screen and songs/videos saved, enabled the researcher to observe their level of interaction and familiarity with the functions and features of the mobile phone. Their actual incorporation of the mobile phone into their family and income-earning activities could be observed during the interviews because many of them had their mobile phone switched on with them while some made and received urgent calls and text messages during the interviews and discussions. It was important for the participants to have their mobile phones on in case they received any urgent or business calls, during interviews and FGDs.

The visits to mobile related business premises and regional offices of MNOs were useful to learn about the marketing strategies implemented; diffusion patterns and mobile phone-related services they provide such as mobile handsets, packages offered, recharge payment methods, SIM cards, music/video/apps downloading and saving, repairing and unlocking of mobile phones and accessories (phone chargers, headphones, memory cards etc.) available for purchase in the area. Additionally, promotional programs to sell mobile handsets/SIM cards and their services and conduct of awareness programs about mobile phone use were also observed (Lofland et al. 2006).

Informal or casual interviews (Lofland et al. 2006, p. 88) and discussions were conducted with people from different stakeholder groups of the research sites such as police officers; members of the religious clergy such as priests; government and private sector employees; business persons; teachers; and members of the local community under study about the use of mobile phones in general in the area and in the country. These enabled the researcher to understand the various opinions held by the community about mobile phone use by women. Such understandings were further enhanced through the casual day-to-day conversations made with the researchers’ friends and acquaintances and general observations made anywhere in the setting,

because of the high levels of integration and ubiquitous nature of mobile phone use in the community.

A fieldwork journal was maintained to make notes of all observations and conversations made during field visits. Brief notes and mental notes made during the field visits were expanded after each visit along with own reflections, ideas and problems faced during the data collection (Lofland et al. 2006; Silverman 2010).

Supplementary information relevant to the study such as newspaper articles; government gazette notifications; leaflets on mobile phone-related promotional and awareness activities were also gathered during the field visits. Photographs and videos were also taken of the site as they provide detailed information and deeper understandings of the lifestyles, conditions and realities of the research subjects and observed settings (Flick 2009, p. 241).

4.2.6.1 Casing the sites

Casing the relevant sites was conducted in October 2013 to identify the key informants, gatekeepers, potential interview participants and suitable locations for the field observation. Informal discussions were conducted with five to six FHHs of the three ethnic groups to develop a comprehensive interview guide and gain a preliminary understanding of their mobile phone use, the mobile market and to identify the different stakeholder groups involved in the mobile industry.

Even though the researcher was familiar with the setting- especially the Town and Gravets DS division, she made several preliminary visits to Kinniya, to identify potential gatekeepers, key informants, translators and community organisations devoted to women’s welfare, as she was unfamiliar with those aspects in the area (Lofland et al. 2006).

4.2.6.2 Accessing the sites and establishing rapport with relevant gatekeepers and key informants

Gaining entry to the setting was mainly done through personal ‘connections’ (Lofland et al. 2006, p. 42) of the researcher (Neuman 2011). This was also suitable to the Sri Lankan context -especially in rural and regional areas- which often value personal contacts in most areas of everyday life. Thus, existing personal ties,

gatekeepers and key informants were identified and used when seeking access to specific sites, people and locations.

The identified gatekeepers and local informants played an important role in gaining the researcher access to the research sites and identifying suitable participants -particularly in the Muslim community in Kinniya- a community recognised as difficult to be entered by a stranger due to its closed, conservative culture- especially for women living with no male head of household. Fortunately, the identified local informant in Kinniya was also a gatekeeper of this community who was welcomed and accepted everywhere including households occupied only by women. Being a professional translator, he also acted as the interpreter for interviews and FGDs. Other gatekeepers and local informants in the Sinhalese and Tamil communities-mainly women- were representative members of their respective communities and therefore, were well known and acquainted with most community members. Many gatekeepers and key informants were also office bearers of community level organisations in their local areas (Lofland et al. 2006, pp. 93-4).

The gatekeepers and local informants were provided with an ‘account’- a brief explanation of the purpose of the study and criteria to be considered in identifying potential interview participants and research sites (Lofland et al. 2006, p. 43; Weerakkody 2015). Although, the researcher was familiar with the local area, she was accompanied by a gatekeeper or local informant who was also the interpreter, to gain the trust and acceptance of participants; for her personal safety; security purposes; and in accordance with the cultural practices within the site, which does not accept a woman travelling alone to meet strangers.

4.2.6.3 Exiting the site

On completion of the interviews, FGDs and field study, the researcher thanked the participants, gatekeepers and informants and exited the site. Their contact details were obtained for any further clarifications or data collection, in case it became necessary. Some of them, such as the key informants that represented the community welfare organisations, were debriefed about the preliminary findings of the study (Lofland et al. 2006).