Towards ethnography of television on the internet: A mobile strategy for exploring mundane interpretive activities

This article aims to expand on the currently popular practice of conducting ethnographic studies of individual online fan groups to find other ways of using the internet ethnographically for television studies. The example of the Antiques Roadshow is used to explore a strategy for ethnographic attention to the diversity of mundane engagements with a particular television text via the internet. The development of this strategy draws on recent thinking on the constitution of ethnographic field sites, focusing on conceptualization of the field as a made object, and development of multi-sited approaches as appropriate forms of engagement with contemporary culture. This strategy also builds on recent debates about the significance of ‘found’ digital data for social research. Potential problems with this approach include loss of depth and contextualizing information, and the risk of only focusing on that data which is easily found by dominant search engines. These problems can be offset to some extent by increased focus on reflexivity, and by allowing the field site to spill out beyond the internet as the ethnographer finds it necessary and useful in order to explore particular practices of meaning-making.