medienethnographie

Medienethnographie is a research approach that utilizes ethnographic methods to study media and its use in everyday life. It focuses on understanding how people interact with, create, and are affected by media within their specific cultural and social contexts. This methodology draws heavily from traditional anthropology, applying its principles of participant observation, in-depth interviews, and qualitative data analysis to the study of media consumption and production.

The core of medienethnographie lies in its commitment to understanding media as embedded within social practices. Researchers aim to move beyond simply analyzing media content or its effects in isolation. Instead, they seek to observe and participate in the lived experiences of individuals and communities as they engage with various media technologies, platforms, and forms. This includes examining how media shapes identities, relationships, and social structures, as well as how users creatively adapt and repurpose media in ways not always intended by producers.

Key concerns in medienethnographie often include the digital divide, the impact of social media on social movements, the cultural significance of gaming, and the changing nature of news consumption. By placing media within its broader social and cultural landscape, medienethnographie offers rich, nuanced insights into the complex and dynamic relationship between humans and the media they use. It emphasizes the importance of context and the emic perspective, valuing the understanding of media from the viewpoint of the participants themselves.