'Ethnography is a widely used and productive tool within media and cultural studies research. It is particularly useful for researching media audiences and the role of the media in everyday life. This book offers an introduction to ethnography: what it is, where it came from, how it can be used in media and cultural studies and how students can usefully use it.' 'By exploring ethnography's roots in anthropology, David Machin introduces students to the concept of the ethnographic 'gaze'. In order to understand the role of mass media in society, we must view the behaviour of media audiences and the reception of media images in the context of the audience's culture and everyday life. Many classic research projects used ethnographic methods and David Machin explores some of the best known, offering a detailed understanding of ethnography's strengths and limitations.' Students will find this book an invaluable guide to how ethnography has been used in media research and how to apply ethnographic techniques in their own coursework projects.

Biography

City University, London