Abstract
The article tries to present the Ethnography of the Media as methodthought and to indicate its possible uses for the reception analysis. We search to explain some important concepts of the Ethnographic Research, mainly those concepts adopted for the Cultural Studies, as the “participant observation” comment for Malinowski or the “thick description” of Geertz. As on example of the described theory, we mention ethnographies carried through in Brazil with focus on the daily relations between the Brazilian soap opera and the production of meanings and uses of the viewers. Key words: ethnography, mass media, soap opera.
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