ABSTRACT
This chapter considers the term “ethnography” to describe the qualitative method of observing, talking to and interacting with people in their natural environments; that is, where they live, play and/or work. The development of cultural studies, particularly its emphasis on the reception and consumption of texts, inspired the use of ethnography in communication and media studies. Communication and media studies researchers also use new media to conduct ethnography online with special interest groups, professional organizations and virtual communities, a process known as digital ethnography. In contemporary media studies, some researchers use the terms “ethnography” and “participant observation” interchangeably. The highest-grossing North American film ever made, Avatar, provides clear illustrations of the four different types of participant observation within its storyline. The chapter also considers “The Relationship Between Organizational Leaders and Advertising Ethics: An Organizational Ethnography,” which combined fieldwork at an advertising agency with forty-five interviews to consider the relationship between organizational leadership and advertising ethics.
