The main critique of autoethnography — and qualitative research in general — comes from the traditional social science methods that emphasize the objectivity of social research. In this critique, qualitative researchers are often called "journalists, or soft scientists," and their work, including autoethnography, is "termed unscientific, or only exploratory, or entirely personal and full of bias". Many quantitative researchers regard the materials produced by narrative as "the means by which a narrating subject, autonomous and independent...can achieve authenticity...This represents an almost total failure to use narrative to achieve serious social analysis".