O etnógrafo e os meios de comunicação de massas
Abstract
The mass media do not always provide the audience with complete information, because they transform facts in such a way as to make their reports spectacular. Thus serving the objectives of the journalist, the mass media do not serve those of the ethnographer. The latter has to assemble and bear in mind all the data about his/her area and subject of study, following all kinds of sources, including those offered by the mass media and academic works. This baggage constitutes only a starting point on the way to the final conclusion, and will be questioned during ethnographic observation. The ethnographer will have to separate generalisations and representations of the reality, interpreting and localising the original information. Considered as the “instant image”, this information is opposed to the task of the ethnographer who has to produce a complete “feature film”.
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