from audience ethnographer to strategic comm evaluator ystad-Ørecomm seminar, 1-2 june 2012

F R O M A U D I E N C E E T H N O G R A P H E R T O S T R AT E G I C C O M M E VA LUAT O R

Y S TA D - Ø R E C O M M S E M I N A R , 1 - 2 J U N E 2 0 1 2

REVIS IT ING ME DIA E THNOGRAHY

From PTR (telenovelas) and ‘formation of

publics’ (gaucho-study with theorists as

J.Gonzalez, Giddens, Bourdieu, Bertaux,

Audience Research Scholars as Lull) to

extreme synchronism and immediate

gratification studies

THE SWINGING PENDULUM

From synchronic to synchronic

and diachronic and back again

From identity studies to social

change studies to citizen

engagement to…

CHANGING FOCUS

From audience studies to studies of

citizen engagement

From ‘sense-making’ studies to studies of

deliberation and participation

From single media to multi-media studies

METHODS?

Do they remain the same?

Can methods used to

‘understand’, unpacking sense-

making and identity formation be

used explore and assess social

change?

METHODS

A variety for media use (media diaries, photo-

ethnography, screening sessions, FGDs, obsevation,

Ind.Interviews, surveys)

Connected to:

Family history interviews, document analysis for

diachrony of families

Urban history studies, Media development studies

Study of program supply

BRIDGING TO NEW CHALLENGES

How much of audience studies and media

ethnography can be use in my Tanzania study?

TANZANIA STUDY

To assess the current situation of youth and to assess

how youth experience, make use of and engage in civil

society-driven media and communication platforms

(analogue or digital) and how this connects to

participation in public debate and governance processes

To analyse content and what the above mentioned

media and com. platforms do/produce, and how socially

inclusive the production processes are

TANZANIA STUDY

To analyse what mechanisms are developed to hold

governments accountable and transparent (what

advocacy strategies do the involved civil society

organisations have, if any?)

To analyse how civil society organisations ensure

their own accountability to the groups of citizens the

advocate on behalf of