Media audiences, ethnographic practice and the notion of a cultural field.

This article will consider in detail the implications of a diffuse social imagination for existing paradigms of ethnographic audience research. The notion of a 'cultural field' research model will be offered here as an alternative structure for locating media communities as sites of social practice. This is a theoretical framework that reformulates the conception of media audiences as 'imagined communities' by replacing a demographically constituted ethnographic model with an emphasis on surveying the diverse inhabitants of a cultural field constructed around participation in particular instances of media practice. Media audiences, ethnographic practice and the notion of a cultural field. [ABSTRACT FROM AUTHOR]