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Media audiences, ethnographic practice and the notion of a cultural field

Centre for Critical and Cultural Studies, University of Queensland, aathique{at}essex.ac.uk

This article will consider in detail the implications of a diffuse social imagination for existing paradigms of ethnographic audience research. The notion of a 'cultural field research model will be offered here as an alternative structure for locating media communities as sites of social practice. This is a theoretical framework that reformulates the conception of media audiences as 'imagined communities by replacing a demographically constituted ethnographic model with an emphasis on surveying the diverse inhabitants of a cultural field constructed around participation in particular instances of media practice.

Key Words: cultural studies • ethnography • globalization • media audiences

European Journal of Cultural Studies, Vol. 11, No. 1, 25-41 (2008)
DOI: 10.1177/1367549407084962


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