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也谈传播的民族志研究方法
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[摘要] 民族志方法（Ethnography）是最典型的解释性研究方法，得益于文化人类学研究的推动。传播的民族志（ethnography of communication）是从文化人类学及社会语言学中演化而来的传播学的一门新分支，在此，阐释者试图理解的是某一文化或群体成员所采用的传播方式。总体说来，民族志研究方法虽然已经受到包括新闻传播学界的学者们的广泛关注，民族志研究方法未来有何转变，目前还没有一下定论，不过一部“好”的民族志应该有如下特点：首先，它应该通过描写田野工作环境，解说日常生活的意义，关注微观过程来暗示人类学者“曾身历其境”；其次，它应该通过对异乡他族的文化和语言进行跨越界限的翻译，显示民族志作者的语言功底，并表现他对土著文化的意义和主体性的掌握；第三，它应该赋予文化以整体观的意义。
[关键词]民族志 文化人类学 传播民族志 研究方法
Abstract: ethnography is the most typical explanative research method, and it was benefited by the promotion from culture anthropology research. Ethnography of communication is a new branch of communication evolved from culture anthropology and social linguistic study. The author tried to understand the communication method adapted by a certain culture of group members. Generally speaking, although ethnography research method has been focused by scholars from journalism and communication study, it still did not have any changes. Although there is not a clear definition, but a nice ethnography should contain following characteristics: first, it should describe the field working environment, explain the meaning of daily life, focus on micro process to hint anthropology researcher that they have been there by themselves. Second, it should show the linguistic ability of ethnography writers by translating the language and culture of another nation and expressed his meaning to native culture and his controlling to the main body. Third, it should endow culture a meaning of integration.
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