Construction of the viewer : media ethnography and the anthropology of audiences

We cite from the cover : /
"In recent years audience research in cinema and media studies has turned to ethnography to find ways in which qualitative research methods could be improved in attempts to reach beyond the limitations of quantitative research. Visual anthropology, on the other hand, has increasingly searched theoretical inspiration in fields outside anthropology itself, including cinema and media studies as well as documentary film theory. In this volume, containing both general theoretical work and more specific case studies, the various fields meet in an inspiring exchange of concepts and ideas, providing for the first time - at least within
visual anthropology - a substantial contribution to our understanding of 'audiences'."
Contents : /
Introduction: The Construction of the Viewer 1 /
PART 1: Media Ethnography : /
1. David Morley : The Audience, The Ethnographer, The Postmodernist and their problems /
2. Kirsten Drotner : Less Is More: Media Ethnography and Its Limits /
3. Alison Griffiths : Ethnography and the Politics of Audience Research /
PART 2: The Anthropology of Audiences : /
4. Wilton Martinez : Deconstructing the 'Viewer': From Ethnography of the Visual to Critique of the Occult /
5. Pertti Alasuutari : Television as a Moral Issue /
6. Marcus Banks : Constructing the Audience Through Ethnography /
7. Peter Ian Crawford : Text and context in ethnographic films. Or "To whom it may concern" /
8. Pierre Baudry : Happy Tapes /
9. Beate Engelbrecht : For Whom Do We Produce? /
10. Veijo Hietala : Meanings, Texts, Contexts - Tracing the Spectator in Post-structuralist Film Theory /
PART 3: The 'Other' Viewed, Viewing the 'other' : /
11. Jay Ruby : The Viewer Viewed: The Reception of Ethnographic Films /
12. Jayasinjhi Jhala : The Unintended Audience /
13. Barry Dornfeld : Envisioning Reception: How Public Television Producers Prefigure, Approximate, and Invoke the Transnational Audience /
14. Tamar Liebes : The Enemy as 'Real' and as 'Imaginary': The Palestinians on Television News and on New Israeli Cinema /
15. Najwa Adra : The 'Other' as Viewer: Reception of Western and Arab Televised Representations in Rural Yemen /
16. Jeffrey K. Ruoff : 'Can a Documentary Be Made of Real Life?': The Reception of An American Family /
Selected bibliography / Name and Title Index.