What is Multi-Media

This chapter explores the concept of communities of practice (CoP), with reference to ethnographic data from a range of creative multi-media SMEs (small and medium sized enterprises) in Manchester in the UK. The central argument is that many of these communities are profoundly mediated by the interplay of competitive commercial imperatives with professional obligations and constructions of identity. Hence, the concept of community is a more fragmented and fractured one. Ultimately, CoP is a robust metaphor to analysis organisational life but more descriptive detail of situated lived practices and mundane realities of various work settings is called for. Ethnographic data is drawn on to demonstrate the participant’s accounts of their lived experiences, which include reflections on the process of creativity, collaborative negotiations with clients and organisational learning. Ethnomethodology, a form of sociological analysis, is then used to suggest alternative ways to analyse the situated nature of practice, learning and community.