media ethnography

Media ethnography is a research method that involves immersing oneself in the environments where media is created, consumed, or discussed to understand how people interact with and interpret media in their daily lives. Researchers observe, interview, and analyze media habits, language, and cultural contexts to gain insights into how media shapes identities, influences perceptions, and reflects societal values. It combines traditional ethnography’s focus on immersive, qualitative study with media analysis, offering a deep understanding of the role media plays within specific communities or social groups.