关于乡村传播研究中“民族志”方法的一些思考——以一个土家村落的田野工作经验为例

Reflections on the Approach of Ethnography for Country Communication Research

在全球化背景下,探索传播学研究的本土化之路,考察中国乡村传播现象,除了定量研究方法外,质的研究方法必不可少。国内外学者近年来不断运用传播的民族志研究方法,为传播学研究与发展提供了新的视角。但是,在民族志研究的具体操作方法与认识论上,目前还存在许多有争议的问题。结合研究个案,对“民族志”引入乡村传播研究中的相关问题作了一些粗浅的讨论。

Under the globalization background, the scholars explore in the approach to the localization of communication, and investigate the communication phenomenon in China＇s country. In addition to the quantitative research method, the approach of qualitative study is also essential. The domestic and foreign scholars make use of the ethnography of communication that has provided some new aspects for the development of communication research in recent years. But many dissimilar problems about the operation technique and the epistemology that still exist in the ethnography research. According to the author＇s case study,this article reflects on the problems of the usage of ethnography in country communication research.