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Anthropology of media
Anthropology of media (also anthropology of mass media, media anthropology) is an area of study within social or cultural anthropology that emphasizes ethnographic studies as a means of understanding producers, audiences, and other cultural and social aspects of mass media.
==Methodology==
The use of qualitative methods, particularly ethnography, distinguishes media anthropology from other disciplinary approaches to mass media.〔Faye Ginsburg, Lila Abu-Lughod & Brian Larkin. (2002) ''Media Worlds: Anthropology of New Terrain''.〕 Within media studies, media ethnographies have been of increasing interest since the 1980s.〔David Morley. (1980) ''The “Nationwide” Audience: Structure and Decoding''〕〔Ien Ang. (1991) ''Desperately Seeking the Audience''〕 However, as Stephen Putnam Hughes remarks in a recent review, these studies often do not engage in rigorous ethnographic fieldwork, ignoring or misapplying such landmark anthropological techniques as participant observation or long-term fieldwork.〔Stephen Putnam Hughes. (2011). 'Anthropology and the Problem of Audience Reception', in Marcus Banks & Jay Ruby. ''Made to be Seen: Perspectives on the History of Visual Anthropology''〕 Given such differences, anthropologists who take an interest in the media see themselves as forming a distinct subfield from ethnographic approaches to media studies and cultural studies.
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