媒体和受众人种学的研究的进路.docVIP

[摘要] 人种学（ethnography，或译作民族志）研究方法在西方的传媒与受众研究中兴起并大有兴旺之象，在媒体与“全球化”进程伴行，以及受众日益分化的今天，结合人类学与传播学是种自然的趋势。因此有必要梳理媒体与受众人种学研究方法：它的兴起，研究主张，研究难点与适用范围。 [关键词] 媒体 受众 人种学 研究方法 Abstract：Ethnography is more and more be used in media and audience research on matter in Western or Eastern world, and the tendency was accompanied with globalization and differentiation of audience groups. It is important to aware of the interaction and interlink of anthropology and mass communication，so we need to make sure ethnographic approach in the research of media and audience, including the original, opinion, difficult and avai