FROM AUDIENCE ETHNOGRAPHER TO STRATEGIC COMM EVALUATOR YSTAD-ØRECOMM SEMINAR, 1-2 JUNE 2012

REVISITING MEDIA ETHNOGRAHY  From PTR (telenovelas) and ‘formation of publics’ (gaucho-study with theorists as J.Gonzalez, Giddens, Bourdieu, Bertaux, Audience Research Scholars as Lull) to extreme synchronism and immediate gratification studies

THE SWINGING PENDULUM  From synchronic to synchronic and diachronic and back again  From identity studies to social change studies to citizen engagement to…

CHANGING FOCUS  From audience studies to studies of citizen engagement  From ‘sense-making’ studies to studies of deliberation and participation  From single media to multi-media studies

METHODS?  Do they remain the same?  Can methods used to ‘understand’, unpacking sense-making and identity formation be used explore and assess social change?

METHODS  A variety for media use (media diaries, photo-ethnography, screening sessions, FGDs, obsevation, Ind.Interviews, surveys) Connected to:  Family history interviews, document analysis for diachrony of families  Urban history studies, Media development studies  Study of program supply

BRIDGING TO NEW CHALLENGES  How much of audience studies and media ethnography can be use in my Tanzania study?

TANZANIA STUDY  To assess the current situation of youth and to assess how youth experience, make use of and engage in civil society-driven media and communication platforms (analogue or digital) and how this connects to participation in public debate and governance processes  To analyse content and what the above mentioned media and com. platforms do/produce, and how socially inclusive the production processes are

TANZANIA STUDY  To analyse what mechanisms are developed to hold governments accountable and transparent (what advocacy strategies do the involved civil society organisations have, if any?)  To analyse how civil society organisations ensure their own accountability to the groups of citizens the advocate on behalf of