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Television and New Media Audiences$
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Ellen Seiter

Print publication date: 1998

Print ISBN-13: 9780198711421

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780198711421.001.0001

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Qualitative Audience Research

Qualitative Audience Research

(p.9) 2 Qualitative Audience Research
Television and New Media Audiences

Ellen Seiter

Oxford University Press

As media overlaps with several different aspects of social and everyday life such as political beliefs, social networks, gender roles within a family, organizational setups, and other such dimensions, examining media in the context of everyday life poses several problems in terms of various qualitative methods of research. To assert the usefulness of various ethnographic methods in analysing media activities, particularly computer use and television viewing, this chapter cites several open-ended and semi-structured interviews — a common method wherein a interviewer prepares a set of topics to be discussed with an individual or a group of subjects. This chapter introduces the ethnographic method as a research process that incorporates both sociology and anthropology that involves long periods of participant observation and looking into both the final ethnography and field notes.

Keywords:   media, everyday life, problems, qualitative methods, ethnographic method, interviews, sociology, anthropology

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