استخدام المقاربة الإثنوغرافية في بحوث جمهور وسائل الإعلام

Abstract EN

This study aim to show the importance and the characteristics of methodological orientation of research towards an ethnographic perspective, which has publishing Mass Communication research since eighties of the past century, and increase of using it with the development of Mass Communication technologies in the current century exceeding the limitation of the empirical orientation which has limited the aspect of understanding the communication behavior in numbers and statistics, it also shorthanded the communication process according to the vision of the communication engineers in a sender, receiver, message and effect regardless of context of presence of this elements, while in Ethnography Approach it takes in consideration the different context of receiving the media messages in audience research, it enhance the researcher’s ability to understand the behavior of individuals and groups culture and how it interact with the mass communication, through making the researcher live closely to this cultural groups using sets of methodological tools such as unofficial interviews and observation by participation.