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ERIC Number: ED172284
Record Type: RIE
Publication Date: 1979-May
Pages: 36
Abstractor: N/A
Reference Count: 0
Ethnographies of Mass Communication.
Lull, James
Noting that there is growing interest in systematic, ethnographic studies of mass media and their primary audiences (families), this paper seeks to encourage additional ethnographic study of audience behavior by discussing some theoretical concerns that bear on the qualitative research enterprise. To do this, the paper first introduces a variety of perspectives that can be used to guide ethnographic research. It then discusses three of these perspectives--communication rules, the interpretive paradigm, and ethnomethodology--as theoretical points of departure for ethnographic research in mass communication. In addition, it discusses the ways in which communication rules are accounted for in normative, interpretive, and ethnomethodological perspectives. It presents the issues of generality and necessity in qualitative audience behavior and offers illustrations from qualitative research to demonstrate three modes of interpretation of audience behavior. (FL)
Publication Type: Information Analyses; Speeches/Meeting Papers; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Audience Response; Media Effects
Note: Paper presented at the Annual Meeting of the International Communication Association (Philadelphia, Pennsylvania, May 1-5, 1979)