グローバリゼーションをいかに記述するのか

ニュース制作とオーディエンスのエスノグラフィーを中心に

抄録

In this paper, I review the uses of ethnographic methods in journalism and

media studies. Particularly, I examine how we can conduct research on the

globalizing aspects of journalism and media by using ethnography. In doing so,

I look at news production and audience ethnography, which have often used

participant observation as part of their research methods.

　　First, I discuss how ethnographers use traditional methods to study a single

site. In the case of news production, for example, Tuchman and Gans used

long-term participant observation in order to study newsrooms. In the case of

audience ethnography, Morley used interviews and participant observation,

aiming to understand the social contexts of home television viewing.

　　Second, I explore how ethnographers then began to use new methods in

order to explore the globalization of culture and society and to overcome meth

odological nationalism. Here, I compare two ethnographic methods: multi-sited

ethnography （MSE）, created by the anthropologist George Marcus, and global

ethnography（ GE） created by the sociologist Michael Burawoy. Then, I explain

how I applied MSE to my research on cultural migrants. This study focuses on

young Japanese who migrate from Tokyo to New York City or London after

being exposed to media images of their destination before leaving Japan.

Finally, I discuss the current situation of ethnography in journalism and media

studies in Japan.