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Media Ethnography: Research Skills and Ethical Considerations Used in Audience Research - Essay Example

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Undergraduate
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Journalism & Communication
Pages 8 (2008 words)

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Media Ethnography: Research Skills and Ethical  Considerations Used in Audience Research  Add Add Add Add Date Media Ethnography: Research Skills and Ethical  Considerations Used in Audience Research  Introduction Admittedly, audience has a very vital role in media communication…

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Media Ethnography: Research Skills and Ethical Considerations Used in Audience Research

There are many factors the content producers take into consideration while producing their text. They are audience engagement, audience expectations, audience fore-knowledge, audience identification, audience placement, and audience research. Though there are various methods adopted for media research, in recent years, there has been a renewed interest in the use of ethnography as it is claimed by many that in order to understand a group, it is very important to live with them and to ‘become one among them’. Theories on Media and Audience According to the Frankfurt School (Cited in Hanes, 2000), media is like a hypodermic syringe; and this ‘Effects’ model envisions that media injects its contents into the thoughts of the audience, and the audience accepts the thoughts, opinions, attitudes, and beliefs expressed by the media without questions. Evidently, this model has its birth based on the German fascist use of media for propaganda which was later followed by the American capitalist society. However, theorists were sure that media does not have such a direct influence on the minds of people. According to some, media only has a weaker influence on people. Other more prominent influences will be factors like religion and personal contacts. As Gunter (2000, pp. ...
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