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Course Objectives

This course is designed to provide students with an introductory but detailed understanding of ethnography as a research method within media studies. The objectives are to:

1.     Introduce students to the foundational knowledge of ethnographic research methods, covering their theoretical foundations, historical development, and relevance to media studies.

2.     Explore various ethnographic methods, enabling students to identify and critically assess the strengths and weaknesses of different approaches, such as participant observation, in-depth interviews, and focus groups.

3.     Develop practical skills in data collection and analysis, guiding students using ethnographic techniques to capture and interpret cultural and social dynamics within media environments.

4.     Equip students with the ability to design and begin implementing ethnographic research projects, covering key stages such as formulating research questions, selecting appropriate methods, and planning fieldwork.

5.     Increase awareness of ethical considerations in ethnographic research, ensuring students understand and can navigate issues such as informed consent, confidentiality, and the researcher’s role.

6.     Encourage critical thinking and reflexivity, prompting students to reflect on their own positionality, distinguish between emic and etic perspectives, and consider how these factors influence the research process and outcomes.