Studies of Media Audience: An Ethnographic Approach
Keywords:
Podhale, Poland, rural areas, media audience, common sense, local knowledge, regional identityAbstract
This article summarizes the project Ethnography of Media Audience and Local Common Sense, implemented 2012–2014. The introductory part briefly presents previous ethnographic fieldwork undertaken in Poland and other countries concerning the reception of media, as well as basic theoretical assumptions, which are explained in relation to the literature of the subject. The results presented in this paper pertain to the specifics of conversations in the rural areas of Podhale and their subjects in relations to the media: the influence of movies, TV series, local means of Internet usage, and associated dangers and opportunities. The concluding summary concerns: local ways of verifying media coverage through confrontation with everyday life experience; transformation of media coverage through previously acquired common knowledge; reinforcement of regional stereotypes by the media; and strengthening of the Internet as a technology that creates new means of earning money and heavily divides the already existing age groups.
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Ang I. 1985. Watching Dallas: Soap Opera and the Melodramatic Imagination. Transl. by D. Couling. London.
Appadurai A. 1996. Modernity at Large. Cultural Dimensions of Globalisation. Minneapolis, London.
Baudrillard J. 1994. Simulacra and Simulation. Translated by S.F. Glaser. Ann Arbor.
Certeau de M. 1988. The Practice of Everyday Life. Berkeley, Los Angeles.
Cichocki P. 2012. Sieć przyjaciół: serwis społecznościowy oczami etnografa. Warszawa.
Detienne M. and Vernant J.-P. 1978. Cunning Intelligence in Greek Culture and Society. Chicago.
Filiciak M. 2013. Media. Wersja beta. Gdańsk.
Filiciak M., Danielewicz M., Halawa M., Mazurek P., Nowotny A. 2010. Młodzi i media. Etnografia cyfrowego świata. Kultura Popularna 1 (27), 4–64.
Geertz C. 1983. Common Sense as a Cultural System. In Local Knowledge. Further Essays in Interpretative Anthropology. US: Basic Books, 73–93.
Giddens A. 1991. Modernity and Self-identity. Self and Society in the Late Modern Age, Cambridge: Polity Press.
Ginsburg F. 2002. Screen Memories: Resignifying the Traditional. In F.D. Ginsburg, L. Abu-Lughod, B. Larkin (eds.), Media Worlds. Anthropology of New Terrain. Section: Indigenous Media. Berkeley– Los Angeles–London, 39–57.
Ginsburg F., Abu-Lughod L., Larkin B. (eds.) 2002. Media Worlds. Anthropology of New Terrain. Berkeley–Los Angeles–London.
Hall S. 1980. Encoding/Decoding. In S. Hall, D. Hobson, A. Lowe, P. Willis (eds.), Culture, Media, Language. London, 128–138.
Halawa M. 2006. Życie codzienne z telewizorem. Warszawa.
Herzfeld M. 2001. Anthropology. Theoretical Practice in Culture and Society. Malden, Oxford, Victoria.
Herzfeld M. 2005. Cultural Intimacy: Social Poetics in the Nation-State. New York, London.
Hobsbawm E. 1983. Introduction: Inventing Traditions. In E. Hobsbawm and T. Ranger (eds.), The Invention of Tradition. Cambridge University Press, 1–14.
Jenkins H. 2006. Convergence Culture. Where New and Old Media Collide. New York, London.
Kołakowski L. 2005. Obecność mitu. Warszawa.
Kroh A. 1999. Sklep potrzeb kulturalnych. Warszawa.
Larkin B. 1997. Indian Films and Nigerian Lovers: Media and Creation of Parallel Modernities. Africa 67 (3).
Lash S. and Lurry C. 2007. Global Culture Industry. The Mediation of Things. Cambridge.
Latour B. 2012. We have never been modern. Translated by C. Porter. Cambridge Massachusetts.
Lull J. 1990. Inside Family Viewing: Ethnographic Research on Television Audiences. London, New York.
Malewska-Szałygin A. 2014. Media na wsi podhalańskiej. Wyniki badań etnograficznych. Zeszyty Naukowe Uniwersytetu Jagiellońskiego MCCCXXXVI, Prace Etnograficzne 42 (4), 319–333, doi: 10.4467/22999558.PE.14.021.3550, www.ejournals.eu/Prace-Etnograficzne/, access 20.12.2017.
Malewska-Szałygin A. 2017. Social Imaginaries of the State and Central Authority in Polish Highland Villages, 1999–2005. Newcastle upon Tyne.
Małanicz-Przybylska M. 2013. Góralszczyzna istnieje...? Polska Sztuka Ludowa. Konteksty LXVII (1/300), 172–177.
Mankekar P. 1999. Screening Culture, Viewing Politics: An Ethnography of Television, Womanhood, and Nation Postcolonial India. Durham, London.
Mateja B. 2010. Dyskretna uwodzicielska moc seriali. Kultura i Społeczeństwo 2, 57–72.
Mathews G. 2000. Global Culture/Individual Identity. Searching for Home in the Cultural Supermarket. New York.
Miller D. and Slater D. 2000. The Internet. An Ethnographic Approach. Oxford, New York.
Morley D. 2000. Home territories: media, mobility and identity. London, New York.
Scott J. 1988. Seeing like the State. How Certain Schemes to Improve the Human Condition Have Failed. Yale–New Haven–London.
Sennett R. 2006. The Culture of the New Capitalism. New Haven, London.
Sokołowski Ł. 2011. Serial jako element praktyk społecznych. Kultura i Społeczeństwo 2–3, 187–206.
Spivak C. G. 1990. Postcolonial Critique. Interviews, Strategies, Dialogues. New York, London.
Taylor C h. 2004. Modern Social Imaginaries. Durham, London.
Wilk R. 2002.Television, Time, and the National Imaginary in Belize. In F.D. Ginsburg, L. Abu-Lughod, B. Larkin (eds.), Media Worlds. Anthropology of New Terrain. Berkeley–Los Angeles–London, 171–188.
Woźniak A. 2006. Narracja telewizyjna w badaniach antropologicznych. Etnografia Polska 1–2, 117–130.
Published
2018-06-29
How to Cite
Malewska-Szałygin, A. (2018). Studies of Media Audience: An Ethnographic Approach. Ethnologia Polona, 38, 137–152. Retrieved from https://journals.iaepan.pl/ethp/article/view/50
Issue
Section
New Subjects, New Issues
