This chapter discusses ethnography both as a method of doing research about media industries, as well as a style of writing to present one’s findings. It details how anthropologists use the term ethnography - both as a specific research practice and a representation of that research - and discusses the various insights offered by an ethnographic approach to the study of media industries. Ethnography grounds the study of media in a specific time and space and offers insights into the processes, possibilities, and constraints of media production that are not apparent from close readings of media texts or analysis of macro-level data about media institutions and commercial outcomes. It also describes the aims of ethnographic writing, which are to animate and make alive a particular sociocultural world for the reader.
ASJC Scopus subject areas
- Social Sciences(all)