Ethnographic Model

The Ethnographic model is where the researcher enters into the culture of the group and questions and interviews to try to understand media engagement from the perspective of the group. These usually revolve around:

• The focus on the domestic context of reception of media texts- Engagement with the media is often structured by the domestic environment because of the domestication of the entertainment and leisure.
• The element of cultural competence- The genre that has gender appeal. For example men prefer to watch news and more factual forms, this is because men occupy more public space than domestic space and therefore need to aware of the public worlds reflected in such texts.
• Technologies- The way we engage with the hardware in order to enjoy the output of the media.