[6.1] Engaging students in media ethnography

[6.2] What do media ethnographers study?

[6.3] Conducting media ethnographies

[6.4] Research methods for conducting media ethnographies

[6.5] Final Task

[6.6] References

Powerpoints

[6.2.1] Summary of fan subculture research

[6.2.2] David Morley: history of audience research

[6.2.3] Reception studies of media

[6.2.4] Advertisers and marketers targeting the adolescent market have increasingly turned to ethnographic methods to study what adolescents perceive to be “cool.” As documented in the PBS program, Merchants of Cool, (entire program on-line) they then use that information to promote products by connecting those projects to images and practices associated with “coolness.”

[6.2.5] Dan Chandler’s Chapter: The Active Viewer (extensive bibliography)

[6.2.6] One new media ethnography project that is starting up (as of summer 2003), involves an analysis of audience response to, online discussions of, and the integration of Oxygen within viewers’everyday lives with the new Oxygen media organization material, particularly their television broadcasts.

[6.2.7] The Oxygen Media Research Project will examine the ways in which audiences respond to the somewhat feminist-oriented content available on Oxygen (Penley, Parks, & Everett, 2003).

[6.2.8]

[6.2.9] Morgan’s media use in a 24 hour period

[6.2.10] Audience Watch: audience viewing behaviors by Audience Analytics

[6.2.11] Derek Kompare, Southern Methodist University, Producers, Publics, and Podcasts: Where Does Television Happen?

[6.2.12]

[6.2.13] Mayer, V.  (2005). Research beyond the pale: Whiteness in audience studies and media ethnography.  Communication Theory, 15(2), 148-167.

[6.2.13] Researching Literacy as Tool, Place, and Way of Being

[6.2.14] M80: Company that uses superfans to tout positive aspects of TV shows, films, or products on the Web

[6.2.15] Media Minds: site for students to share media analyses

Further reading

Gray, J.  (2005). Watching with The Simpsons: Television, parody, and interextuality. New York: Routledge.

Cassidy, M. F.  (2005).   What Women Watched: Daytime Television in the 1950s. Austin, TX: University of Texas Press.