Backstage observations

Abstract

Ethnographic observation and in-depth qualitative interviews are central methods of media production research. This chapter focuses on the methodological challenges for ethnographic production research that result from the characteristics of its research subjects: media producers. It argues for the need to explore the specificity of media production as a site of ethnographic investigation to strengthen the quality of empirical investigations and ensure the validity of research data and findings. Specifically, the chapter discusses the implications of (1) media producers’ status as exclusive experts, (2) their attitude toward media as a subject of academic study, and (3) the similarities between ethnographic research and media production processes. The chapter further considers potential responses to these challenges and argues for the value of a participatory approach and professional expertise to achieve access to the research site and ensure greater disclosure from research participants in the field.