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Media audiences, ethnographic practice and the notion of a cultural field

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Athique, Adrian

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Abstract This article will consider in detail the implications of a diffuse social magination for existing paradigms of ethnographic audience research. The notion of a 'cultural field research model will be offered here as an alternative structure for locating media communities as sites of social ractice. This is a theoretical framework that reformulates the conception of media audiences as 'imagined communities by replacing a demographically constituted ethnographic model with an emphasis on surveying the diverse inhabitants of a cultural field constructed around participation in particular instances of media practice.
Classification Basic Research, General Concepts and History of the Science of Communication
Free Keywords cultural studies; ethnography; globalization; media audiences;
Document language English
Publication Year 2008
Page/Pages p. 25-41
Journal European Journal of Cultural Studies, 11 (2008) 1
Status Postprint; peer reviewed
Licence PEER Licence Agreement (applicable only to documents from PEER project)