Media Anthropology represents a convergence of issues and interests on anthropological approaches to the study of media. The purpose of this reader is to promote the identity of the field of study; identify its major concepts, methods, and bibliography; comment on the state of the art; and provide examples of current research. Based on original articles by leading scholars from several countries and academic disciplines, Media Anthropology provides essays introducing the issues, reviewing the field, forging new conceptual syntheses.
Chapter 14: Audience Ethnographies: A Media Engagement Approach
Audience Ethnographies: A Media Engagement Approach
In the last two decades, ethnography has acquired a central role theoretically and empirically in media studies. It also has acquired a rhetorical function. Rhetorically, ethnography has come to represent an opposition to positivistic paradigms toward data collection and analysis, as well as the relationship between research and the researched. Ethnography has represented a shift from empirical practices of data collection, pushing scholars to introduce nonobjective strategies to audience analysis and a greater level of self-reflexivity among researchers. This turn, however, led to a problematic situation. The term ethnography has acquired great currency among media scholars, at the expense of a focused coherence on its meaning, a critique that has been advanced ...