Ethnomedia 2007-2011. O zastosowaniu etnografii w projektowaniu strategii komunikacji reklamowej

• Authors: Ewa A. Jagiełło , Grzegorz Wierchowiec

Title variants

EN

ETHNOMEDIA 2007–2011. ABOUT ETHNOGRAPHY IN THE DESIGN OF STRATEGY OF ADVERTISING COMMUNICATION

• Languages of publication: PL

Abstracts

EN

Warsaw PanMedia Western media house implemented a cyclic research project focusing on the media consumption in Poland (Ethnomedia). Between 2007 and 2011 four editions of the ethnographic research were performed among inhabitants of several Polish cities and towns. According to many professionals in advertising and communication the pioneer project was a successful example of the application of ethnographic tools and methods in this field. This article is an attempt to re-read the extensive reports prepared by Izmałkowa Consulting Research Company in order to trace the process of transformation in the attitude towards television and the Internet and to find out how it affects users’ daily habits, their customs, or relationships with other people.

Keywords

EN

Ethnography of media; Ethnography of Internet; Applied anthropology; Qualitative research; PanMedia Western; Izmałkowa Consulting; Advertising; Communication; Ethnomedia

• Publisher: Institute of Archaeology and Ethnology, Polish Academy of Sciences
• Journal: Etnografia Polska
• Year: 2012
• Volume: 56
• Issue: 1-2
• Pages: 177-194

Contributors

author

Ewa A. Jagiełło

• Instytut Etnologii i Antropologii Kulturowej Uniwersytetu Łódzkiego, ul. Pomorska 149/153, 90-236 Łódź, Poland

author

Grzegorz Wierchowiec

• PanMedia Western, ul. Domaniewska 39, Nefryt IV p., 02-672 Warszawa, Poland