Intended to aid media and other technical specialists who lack training in ethnographic research to understand what ethnography is, what ethnographers do, and how they, the media specialists, can be of most assistance when working on a team conducting such research, this paper discusses the nature of ethnographic research and issues involved in carrying out research in a field setting. It points out that, whether media specialists are part of the research team from the beginning or are brought into the setting to videotape after the project is underway, they need an understanding of the goals, methods, assumptions, and processual nature of ethnographic research in general, and the project itself in particular, as well as sociopolitical issues in the setting, including relationships established with practitioners and other participants there. Media specialists also need to be sensitized to the intricate, continuous negotiation of relationships that accompanies ethnographic research. A 58-item bibliography is appended. (Author/LLS)