Page 352 - Kotnik, Vlado. 2018. Medijske etnografije: K antropološki imaginaciji medijev in komuniciranja. Koper: Založba Univerze na Primorskem
P. 352
medijske etnografije: k antropološki imaginaciji medijev in komuniciranja
in the field of national differences among newspaper readers across Europe,
the structural and developmental features of European newspaper reader-
ship, the US market of local daily newspapers, the tabloidization process-
es of the Australian and British media and the Norwegian media landscape
of printed and online local newspapers. Next is a discursive analysis of the
collected large-scale media ethnography of the local production and con-
sumer habitus, concretized in the image of the newspaper Primorske novice
and their readers or users of other media. The study argues that the news-
paper, its editorial office, its readers and the broader media habitus can be
more than just a pertinent field of anthropological research, but also that
such analytical treatment of the actor’s evidence in media relationships can
be a form of unique meta-speech of the media.
The last, sixth study Once Upon a Time Amongst the Slovenian
YouTubers: Towards a Historical Ethnography of YouTube deals with the us-
ers’ understanding and experiencing YouTube. The correspondents in the
research discuss various aspects of ideology (participatory culture, com-
munity, mythological phraseology), sociology (communication, screening,
self-representation) and YouTube ecology (promotion, monetization, me-
dia ethics). Based on the given ethnographic information, we can conclude
that there is a possibility of different interpretations of life on YouTube.
YouTubing is an auto-representation, an imaginary community, a mythical
discourse, communication practice, the authentication of social reality, a
proof and a sense of co-existence and fellowship, a media industry, a surro-
gate of journalism, a personalised medium, a promotional strategy, a mar-
ket niche, a business practice, a social role, a digital archive, a form of par-
ticipatory culture, a network of collective memory, a transmedial arena, an
audio-visual jungle, a narcissistic pathology, and more could be listed. This
ethnography shows that YouTube is a platform, where participants can ex-
perience different forms and levels of online engagement in the production,
distribution and consumption of content, they can develop and dissemi-
nate their social networks, realise their needs and business or private inter-
ests as part of the YouTube participatory culture.
The following scholarly monograph materialises a variety of these
functions based on years of research. This extensive work, that discuss-
es and analyses selected media forms and uses of communication tech-
nologies from an ethnographic perspective, is at the same time a unique
historical document and current record. It is a complementary narrative
of theory and empirics and an expression of the author’s scientific and
352
in the field of national differences among newspaper readers across Europe,
the structural and developmental features of European newspaper reader-
ship, the US market of local daily newspapers, the tabloidization process-
es of the Australian and British media and the Norwegian media landscape
of printed and online local newspapers. Next is a discursive analysis of the
collected large-scale media ethnography of the local production and con-
sumer habitus, concretized in the image of the newspaper Primorske novice
and their readers or users of other media. The study argues that the news-
paper, its editorial office, its readers and the broader media habitus can be
more than just a pertinent field of anthropological research, but also that
such analytical treatment of the actor’s evidence in media relationships can
be a form of unique meta-speech of the media.
The last, sixth study Once Upon a Time Amongst the Slovenian
YouTubers: Towards a Historical Ethnography of YouTube deals with the us-
ers’ understanding and experiencing YouTube. The correspondents in the
research discuss various aspects of ideology (participatory culture, com-
munity, mythological phraseology), sociology (communication, screening,
self-representation) and YouTube ecology (promotion, monetization, me-
dia ethics). Based on the given ethnographic information, we can conclude
that there is a possibility of different interpretations of life on YouTube.
YouTubing is an auto-representation, an imaginary community, a mythical
discourse, communication practice, the authentication of social reality, a
proof and a sense of co-existence and fellowship, a media industry, a surro-
gate of journalism, a personalised medium, a promotional strategy, a mar-
ket niche, a business practice, a social role, a digital archive, a form of par-
ticipatory culture, a network of collective memory, a transmedial arena, an
audio-visual jungle, a narcissistic pathology, and more could be listed. This
ethnography shows that YouTube is a platform, where participants can ex-
perience different forms and levels of online engagement in the production,
distribution and consumption of content, they can develop and dissemi-
nate their social networks, realise their needs and business or private inter-
ests as part of the YouTube participatory culture.
The following scholarly monograph materialises a variety of these
functions based on years of research. This extensive work, that discuss-
es and analyses selected media forms and uses of communication tech-
nologies from an ethnographic perspective, is at the same time a unique
historical document and current record. It is a complementary narrative
of theory and empirics and an expression of the author’s scientific and
352
