IN DEFENCE OF SUBJECTIVITY. AUTOETHNOGRAPHY AND STUDYING TECHNOLOGY NON-USE.

Despite calls for the use of reflexive methods in Information Systems, few notable autoethnograph-ic works have made an impact in the field. This paper acknowledges the increase of interest in top-ics related to technology non-use and offers autoethnography as a possible solution to methodo-logical challenges in studying absence of technology. As autoethnography allows the researchers to experience the effects of technology absence first hand, evocative accounts emerge making visi-ble practices and phenomena that were not apparent before, or bringing into question assumed behaviours. The paper uses a vignette from an autoethnographic study to illustrate the type of da-ta that can emerge, followed by a discussion on the validity and legitimacy of the method, as well as concrete possible steps researchers can take in planning autoethnographic work. Furthermore, an argument is presented in defence of subjectivity as way of interrogating topics in which trust-worthiness and authenticity are of utmost value. Finally, the merits of autoethnography are pre-sented to the community of Information Systems researchers who are interested in investigating technology adoption as well as non-adoption through qualitative methods.