Ethnographic research involves in-depth observation and study of a culture or society. It was originally developed by anthropologists and relies on techniques like participant observation where researchers immerse themselves in the subject community. Mass Observation was a classic example of ethnographic research conducted in Britain starting in 1937 to document daily life. It used methods like diaries from ordinary people to record their lives, observers who watched and documented behavior, and contributions from writers, artists, and photographers. Contemporary reality TV shows now use some participatory methods similar to ethnographic research techniques. Virtual ethnography studying online communities is also possible using the same communication media as participants.