from audience ethnographer to strategic comm evaluator ystad-Ørecomm seminar, 1-2 june 2012

F R O M A U D I E N C E E T H N O G R A P H E R T O S T R AT E G I C C O M M E VA LUAT O R

Y S TA D - Ø R E C O M M S E M I N A R , 1 - 2 J U N E 2 0 1 2

R E V I S I T I N G M E D I A E T H N O G R A H Y

From PTR (telenovelas) and ‘formation of publics’ (gaucho-study with theorists as J.Gonzalez, Giddens, Bourdieu, Bertaux, Audience Research Scholars as Lull) to extreme synchronism and immediate gratification studies

THE SWINGING PENDULUM

From synchronic to synchronic and diachronic and back again

From identity studies to social change studies to citizen engagement to…

CHANGING FOCUS

From audience studies to studies of citizen engagement

From ‘sense-making’ studies to studies of deliberation and participation

From single media to multi-media studies

METHODS?

Do they remain the same?

Can methods used to ‘understand’, unpacking sense-making and identity formation be used explore and assess social change?

METHODS

A variety for media use (media diaries, photo-ethnography, screening sessions, FGDs, obsevation, Ind.Interviews, surveys)

Connected to:

Family history interviews, document analysis for diachrony of families

Urban history studies, Media development studies

Study of program supply

BRIDGING TO NEW CHALLENGES

How much of audience studies and media ethnography can be use in my Tanzania study?

TANZANIA STUDYTo assess the current situation of youth and to assess how youth experience, make use of and engage in civil society-driven media and communication platforms (analogue or digital) and how this connects to participation in public debate and governance processes

To analyse content and what the above mentioned media and com. platforms do/produce, and how socially inclusive the production processes are

TANZANIA STUDY

To analyse what mechanisms are developed to hold governments accountable and transparent (what advocacy strategies do the involved civil society organisations have, if any?)

To analyse how civil society organisations ensure their own accountability to the groups of citizens the advocate on behalf of