The ethnographic method may seem subjective and appear to be implemented at random, but the method is composed of a number of rules and methodological tools. It is not only about going out and looking at people in a shopping mall. Nor is it about filming a number of people in their living rooms. Focus should lie upon social phenomenons’ natural occurrences, rather than testing hypotheses. When the ethnographer goes out into the field she studies the overall picture, i.e. everything in a specific culture that affects a certain behavior or a certain situation. By gaining an understanding of the overall picture, an understanding of what forms behaviors and attitudes can grow. The data is analyzed with cultural analytical theories as a framework.