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 4: Proposal for Mass Media Anthropology
Proposal for Mass Media Anthropology
The purpose of this chapter is to answer the question: What would an anthropology of mass communication look like? On one hand, we already have the answer. What we have to do is look for it in the research that has been conducted from the 1970s up until today. In reviewing that material, we will find that the area is open for a proposal due to the large number of open-ended questions that exist. For example: What should be studied? What theory should be used? Are standard anthropological methods effective? Is there a distinct anthropological approach to the study of mass media? How does anthropology's contribution compare to that of the other social sciences studying the ...