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Journalism & Communication
Pages 8 (2008 words)
Ethnography Name Institution Lecture Date Introduction In the past two decades, ethnography has obtained a fundamental function hypothetically and empirically in media studies, in addition to that, it has obtained a rhetorical role. Ethnography represents a disagreement to positivistic paradigms towards collecting and analyzing information, in addition to the connection between study and the studied, and this implies that its representation of a move from empirical practices of data collection pushes scholars to launch non-objective strategies to audience analysis and a bigger level of self-reflexivity among investigators.
On the other hand, other scholars assert that some cultural studies have theorized about the significance of ethnography to an understanding of media and cultural practices. They continue arguing that they have reached an almost paralyzing position in which the political and epistemological debates concerning the function of the researcher have restricted rather than endorsing the production of ethnographic media studies. Therefore, the objective of this paper is to study the strengths and limits of ethnography as a methodology for the study of media institutions with reference to specific ethnographic studies conducted by other researchers (Coman & Rothenbuhler 2005, p.141). Additionally, the research about audiences in media emphasizes on methodological pluralism through examining a sequence of approaches ranging from media ethnography, research on the reception of media, surveying the audience, and carrying out experiments on audience studies. ...
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