Abstract
This article revisits the interplay of theories and research focusing on the interplay between anthropology, and communication and media studies, It argues that where initially media ethnographies (selectively) borrowed theories and methods from anthropology, today it is anthropological media ethnography that holds sway. The result is a shift away from media audience research. I suggest this is because the concept of audience is necessarily linked to assumed theories of communication. Yet it is precisely a theory of communication (as opposed to theories of culture) that is missing today. The article advocates that instead of borrowing theories of communication, we need to begin the more difficult task of retheorising it in order to better address contemporary media problems.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
