Table of Contents

1. Introduction (2)

2. Methodology (3)

3. Analysis and Presentation of Findings (4)

4. Discussion of Findings (6)

5. Conclusion (8)

6. Bibliography

7. Appendix

I. Interview questions

II. Research consent forms

III. Plagiarism Declaration

1. Introduction

According to Long and Wall Ethnography is “the method where the researcher attempts to enter into the culture or way of life of a particular group and provide an account of its meaning and activities from inside, based in what they mean to members of that culture” (Long and Wall 2012). The author would also like to point out that it is often the case, surface or excess information turns out to be the most significant (May, 2011). This form of ethnographic analysis will involve that author familiarising himself with the information from the study in an effort to understand the culture of the family observed (Lewin and Somckh, 2011). There are however many issues associated with carrying out an ethnographic study such as how can the author observe or ever know the extent to which his presence had with the Mullins family. Therefore the author can only assume how the Mullins Family would view the “Voice of Ireland”. The author also believes that despite his modest research experience, ethnography research methods can be successfully carried out if he has a clear idea of what he is going to seek (Davis, 2007) . The aims and objectives set out for the ethnographic study are:

1. To observe and record rituals they carryout in preparation for viewing.

2. To observe the participants body language as they view the programme.

3. To observe and record their reactions to the contents of the programme.

4. To examine reasons behind why they chose to look at the programme.

Evaluation of the main points of this ethnographic study will show that the members of the Mullins family all interpret and interact with television differently.

2. Methodology

An Ethnography study begins with the view that the shaped cultural meanings of the group are crucial to understanding its behaviour. The author is also aware that his main task in the process is to uncover this meaning. Firstly the author had to find a family or a group within the locality to take part in the ethnography study. Once the author found a suitable group contact was made with the family on Friday the 7th of February. When the author first made contact with the family it proved unsuccessful. Fortunately this was the only issue that arose during the process of the study. When the author made contact the following day with Mrs Bernadette Mullins not only did she agree to take part in the study she was also very positive about the study. A suitable time was arranged between the author and the family concerned. They informed the author that the programme they would be watching was The Voice of Ireland. This particular programme was broadcasted on R..T.E One on Sunday the 9^th of February at 6.30 pm. Since the Mullins family agreed to take part in ethnographic study they will be subsequently studied in their natural environment. The author was also aware that he will have to attempt to blend into the surroundings. The Voice of Ireland is a reality singing competition programme which is part of the voice franchise. Every week people perform in front of judges with emphasises placed on the voice and not appearance. This is done by the fact that the judges cannot see the contestant till they hit the buzzer to turn their chair around, hence why it is called the blind audition. In preparation for the study the researcher designed interview questions. The author also used a generic research consent form given to him by a lecturer. The author prepared all the necessary technologies in advance of the ethnography study, and recorded all interviews on his smart phone. The author arrived at the Mullins house hold ahead of schedule to prepare himself and also observe the rituals that took place before settling down to watch the programme. Before the programme had started the author distributed the research consent form to each individual and gave a brief synopses as to what the research is all about. The author was also committed to drafting the central ideas that emerged from the moment he started the observation (Davis, 2007). Once the programme had started and the research consent forms returned the author began the observation. When the programme had concluded the researcher gave a list of six questions to each participant to read and fully understand what was being asked of them, time was also given to the participants if they had any quires about the questions. The author then proceeded to interview each participant individually. Closure of an ethnographic study is done by recognising the point at which nothing new about the groups cultural significance is being learned. Once all the interviews were completed the author thanked the participants for taking part in the study. The participants were rewarded by the researcher for taking part in the study.

3.Analysis and presentation of findings

The author has decided to interpret the data and interviews from the study under the following themes/categories.

· Rituals

· Programme genre

· Interactions

· Influences

3.1 Rituals

The author believed it was important to take account of what rituals the subject had before watching their chosen programme. In an effort to take this into account the author arrived ahead of schedule and observed the rituals that took place before the programme had commenced. The author observed one of the subjects carrying out housework such as feeding the dog. Interestingly the others were in place and ready to watch the programme while the work was being carried out. In the interview all four participants were asked the question “what rituals do you have before looking at your chosen programme”. Bernie Mullins replied “having all the house work done, I like having the footstool out and the fire lit”. It is interesting to note that all the replies were in no way similar and in fact greatly differed. For example John Mullins Junior replied “I usually make myself a cup of coffee” not making any reference to house work.

3.2 Programme Genre

The author was of the belief that in relation to the ethnographic study being carried out it was important to take account of the programme genre. Owing to the nature of the programme being viewed, one would be right to assume that all those viewing would have some interest in music. However on observation of the participant’s body language, it was clear to the author that this kind of programme genre did not interest all participants. When John Senior was asked in the interview “how did you decide to watch this programme” he replied “my family chose for me”. This answer could give some explanation why he left for a short period not waiting for an ad break. The author was also fascinated by the fact how two of the participants made comparisons between the Irish programme and its English counterpart. The author also observed how one participant was constantly on her mobile. When the author asked this participant what programme she watched on a regular basis she replied “Modern Family, Coronation Street, Criminal Minds”, none of which are in a similar category to the “Voice of Ireland”. It was interesting how when asked only one participant said she watched the voice on a regular basis. The author can conclude not only from the interview but also observation that not every participant had an active interest in reality music programmes such as the “Voice of Ireland”.

3.3 Interaction

The author believed that it was important that he observed and took account of the interactions that took place during the ethnographic study. The author observed on many occasions throughout the process participants conferred with each other on certain elements of the programme. For example Grannie and Bernie Mullins compared with each other on the standard of performance given and the verdict given by the judging panel. It was also interesting how one of the participants who indicated he did not have a choice in the selection of the programme being watched, was constantly on his phone giving little attention to the programme being viewed. The point was previously made that the “Voice of Ireland” is part of a franchise, with a similar programme being broadcasted in the U.K. The author was fascinated how while the participants were watching the programme they were making comparisons with The Voice U.K. Participants made comparisons mostly on the standard of the auditions and judging panel. The author concludes that if individuals are constantly on their phone it would be very difficult for them to take in fully what is going on in the programme. It is worth considering that this kind of interaction could be mirrored across the country.

3.4 Influences

During the ethnographic study the author wanted to establish what influences if any encouraged the participants to view the “Voice of Ireland”. In the interview that took place after the programme concluded all the participants were asked the question “how did you decide to watch this programme”. The answer each participant gave varied greatly. Interestingly only two participants said they watched the “Voice of Ireland” on a regular basis while the other participants claimed not to have any say in the choice of programme viewed by the family. This is hardly surprising owing to the body language displayed by some of the participants during the course of the programme. The author believes that it is worth pointing out that this is not an isolated issue and could easily be mirrored in families throughout the country.

4 Discussion of Findings.

The author can conclude that in light of carrying out the research that an ethnographic study is likely to be unfolding study rather than pre-stretched. He is also now more aware that it takes time to gain access to the deeper and most important levels of reality. The author also wishes to acknowledge that the findings that may emerge in research will differ from anyone else’s this could be in part due to his own psychological perceptions (Davis, 2007) .

4.1 Rituals

The author can conclude that as a result of carrying out the media ethnographic study with the Mullins family the rituals carried by out by each individual member differed greatly. For example one of the younger members of the family said having her phone beside her whereas another member of the family would rather have the fire lighting before she settled down to watch the “Voice of Ireland”

4.2 Programme Genres

The author observed from the body language of some of the participants that not all favoured the choice of programme. In the interview after the programme had concluded only two participants favoured the music reality television genre.

4.3 Interactions

During the course of the authors observation he noticed how only two participants actively discussed the programme content. It was also observed that the younger participants were interacting with other technologies such as mobile phones.

4.4.Influences

What influences people to watch a particular programme is a question that many television executives ask themselves. In the interviews two participants claimed they were given no choice in the programme being viewed. When asked how did you decide to watch this programme, one participant replied “my family chose for me”.

5.Conclusion

In conclusion the author is of the belief that while there are many problems associated with carrying out an ethnographic study, it is perhaps the most accurate way to sample an audiences view on a programme. The author is also of the belief that one of the main limitations of this kind of study is the possibility that the participants are putting on an act and not behaving as usual, when a researcher is not present.

Bibliography

Davis, M. B. (2007). Doing a Succesful Research Project. Hampsire: Palgrave Macmillian .

Lewin, B. S. (2011). Theory and Methods in Social Research . Sage Condron .

May, T. (2011). Social Reaserch Issues Methods snd Process . Open University Press .

Paul Long, T. W. (2012). Media Studies Texts, Production, Context 2nd Edition . Essex: Pearson Education Limited .

Appendices

Media audience ethnographic research questionnaire

My name is Patrick Jordan I am currently in my final year of studies for a B.A Honours level 8 degree in Media and Public Relations at IT Carlow. As part of my final year of studies I have to complete an ethnographic study of an audience. This research entails fieldwork that will include observation and in depth interviews with members of an audience.

1. How did you decide to watch this programme?

2. Do you watch other programme similar to this?

3. Can you give an example of other programmes you watch on a regular basis?

4. Does the choice of programmes on the television have an impact on what you watch?

5. Has the recent upgrade to Saorview made any difference to your viewing of television?

6. What rituals do you have when looking at a television programme.?