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Contribution to book (peer-reviewed)

Book Audience Research Methodologies: Between Innovation and Consolidation
Editor , J. Jurisic; , J.L. Jensen ; , G. Patriarche; , H. Bilandzic
Publisher Routledge, London
Page(s) 107 - 123
ISBN 978-0-415-82735-5
Title of proceedings Audience Research Methodologies: Between Innovation and Consolidation


Many European countries are experiencing an increase in migration, interconnectedness and territorial mobility of individuals. These entail a renegotiation of identities where concepts such as “self”, “us” and “them” are currently being reconfigured, bringing an increasing global insecurity to our everyday lives. In this context the relevance of ethnic minority’s audience research appears manifest, just as is evident the necessity of elaborating the existing methodologies in order to adequately tackle the growing complexity of the object of analysis, due not only to the differentiation of audience roles but also to the cultural specificities of the researched communities. In this chapter we will explore the methodological challenges of qualitative research on ethnic groups as audiences, drawing on actual examples from a research project on the role of media (TV, radio, press and internet) in the construction of cultural and social identities for Kosovar immigrants in Switzerland. We will first address problems in the definition of the unit of analysis with the related issues of designation of variables, labelling and cultural appropriateness; we will continue with a reflection on sampling strategies and on access to the community and recruitment sources; and finally we will consider strategies to design the actual methodological tools (in particular focus groups and interviews), the role of the interviewer and issues of bias.