http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Ethnography is a widely used and productive tool within media and cultural studies research. This book offers an introduction to ethnography, how it has been used in media and cultural studies and what its advantages and limitations are.
I: Ethnography: observing people in culture -- Ethnography in anthropology: from magic to the media -- How the ethnographer should view culture -- Ethnography in the city: the Chicago school -- Research approaches to the mass media -- How good is ethnography compared to other methodologies? -- II: Ethnographic research in media studies -- Popular music -- Watching television in the home -- News gathering -- Why we watch soaps -- Adoring film stars -- Using the Internet -- III: The reassembled ethnography: data analysis -- An anthropological approach to a news spectacle -- Understanding readers' newspaper allegiance: newspapers as an indication of character -- The ethnographic gaze in non-ethnographic research: role play -- Carrying out an ethnographic study.
Includes bibliographical references (pages [171]-178) and index.