This article examines strands of an intellectual history in Media and Cultural Studies and Science and Technology Studies in both of which researchers were prompted to take up ethnography. Three historical phases of this process are identified. The move between phases was the result of particular displacements and contestations of perspective in the research procedures within each discipline. Thus concerns about appropriate contextualization led to the eventual embrace of anthropological ethnographic methods. The article traces the subsequent emergence of a ‘crisis of context’ in the deployment of ethnography within these disciplines. The analysis of these historical changes is informed by a particular depiction of Euro-American knowledge conventions. The article suggests that the limits currently perceived for ethnography are a specific instance of the more general limits now recognized for these knowledge conventions.