ethnography in media studies

Ethnography in media studies is a research approach that involves immersing oneself in a media environment—such as a community, online platform, or media production setting—to observe and understand how people engage with media in their daily lives. It focuses on capturing detailed, firsthand insights into audience behaviors, cultural contexts, and social interactions related to media consumption. By studying these environments over time, ethnographers provide a nuanced understanding of how media influences and is embedded within people's social worlds, offering deeper insights beyond mere statistics or surveys.