In her book, Media and Ethnic Identity: Hopi Views on Media, Identity, and Communication (Routledge, 2007) Ritva Levo-Henriksson brings new knowledge she has gained by adopting ethically exemplary research techniques. Her main approach required the development of a long-term, mutually trusting relationship with Native American Hopis in the south-western United States, people who are famously un-trusting of outsiders. All the more remarkable, she managed to do that as a Finnish academic from what amounts to a different universe.

From the start, Levo-Henriksson's project had the dual purpose of promoting the researcher's and the Hopis' interests. She interviewed Hopis from nine villages, treating them as expert colleagues rather than as passive 'subjects' for study. Her interviewees discussed cross-cultural coping strategies, such as negotiating the world 'out there' where people mostly talk, when the Hopi way is to mostly listen. They talked about having to:

With care and respect, Levo-Henriksson has opened a window to a long-closed community, and a wider door to transcultural communication.

Valerie Alia, formerly Running Stream Professor of Ethics and Identity, is now Visiting Professor in the Centre for Research into Diversity and the Professions at Leeds Metropolitan University.