ABSTRACT
Researching any group requires being sensitive to the ‘cultural’ issues of that group and so researching Japanese audiences requires being sensitive to ‘Japanese culture’. This chapter gives an account of how Japanese cultural issues played a part in developing my methodology. This chapter also addresses the question of how my ethnographic research suggests a methodology for ‘internationalising’ ethnographic media studies, by both looking at issues of Japanese cultural specifi city and strengthening the hitherto used Western ethnographic methods.
