AN ANTHROPOLOGICAL APPROACH TO MEDIA – A SHORT REVIEW (WITH PARTICULAR EMPHASIS ON FEATURE FILMS)
Keywords:
anthropology of media, feature film, text, audience ethnography, history of anthropologyAbstract
This paper provides a chronological overview of the anthropological study of media with special emphasis on the feature film. It discusses the different theoretical and methodological approaches to the study of mass media with an overview of the issues and problems anthropologist interested in the field of mass media were dealing with. As a relatively "young" sub-discipline of anthropology, anthropology of media at the same time combines textual and contextual/ethnographic approach, thus offering a comprehensive view of the global culture of today. The aim of this paper is to determine whether the specific anthropological approach to media exists and what its characteristics are, in order to indicate the possible benefits of anthropological research of this field in relation to other social sciences and humanities.
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