from audience ethnographer to strategic comm evaluator ystad-Ørecomm seminar, 1-2 june 2012
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From Audience Ethnographer to Strategic Comm Evaluator Ystad-Ørecomm Seminar, 1-2 June 2012. Revisiting Media Ethnograhy. - PowerPoint PPT PresentationTRANSCRIPT
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