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Anthropology of media
Anthropology of media (also anthropology of mass media, media anthropology) is an area of study within social or cultural anthropology that emphasizes ethnographic studies as a means of understanding producers, audiences, and other cultural and social aspects of mass media. The use of qualitative methods, particularly ethnography, distinguishes media anthropology from other disciplinary approaches to mass media. Within media studies, media ethnographies have been of increasing interest since the 1980s.