Featured image of my media map

The surge in digital media communications has led a multitude of academics to utilise ethnographic approaches in their research of these phenomena. Ethnography is generally recognised as a research method characterised by its exploratory involvement. It is a collection of techniques used to study and understand a group or culture. In recent years the relevance of ethnographic research methods has grown in understanding digital and virtual realities as the internet continues to integrate into our daily lives (Lundström & Lundström 2020). Online cultures and groups are typically successful as the affordances of the internet allow for effortless and affordable access to information and limitless possibilities for expressing oneself (Seelig et al. 2018).

In order to research my chosen field of tarot card reading on TikTok I will be incorporating ethnographic skills into my study to guide my qualitative research. I am interested in uncovering people’s personas and their relationship with this hobby of either creating tarot card reading content or consuming it as making videos and photographs has become a part of our daily routines to create visual expressions. Sharing these photos and videos allows us to stay connected with family, friends and others in our community and showcases the evolving realm of cultural meaning systems (Berry 2015).

Already from my observations, I have noticed that the creators of this niche form of content, utilise sensory ethnography by creating a video that is enticing through soft sounds, large texts, various colours and visuals such as candles, incense, and colourful card decks. 

Mapping/Contextualising

In my media niche map, I used bright colourful clouds to make the information visual and clear and separated my map into 7 categories. First I explored the content to figure out how this community is expressing their interest. Following the content I looked into what platforms this niche is popular on – I found it was most popular on TikTok and Instagram with a small presence on Twitter (X) and YouTube. Then I had to consider how people were accessing this content such as laptops, phones and tablets. The next category was Personas, I found that this group consisted of mostly women aged 20-35 who are very spiritual and in touch with their emotions and intuition. I observed these characteristics a lot in the creators category where I found a variety of very popular tarot card readers. Another category I focused on was production and how these creators are making their videos. Most were using a mobile phone and proper lighting and editing. The final category I looked at was advertising to see how these creators are expanding their pages. I noticed specifically they used hashtags and convinced the audience to like, comment and share their content. 

What other ethnographic skills will I be incorporating? In the audio, I will discuss: 

• Perspective 
• Reflexivity 
• Exploring 
• Approaching 
• Flexibility 
• Problematising 
• Narrowing 
• Conceptualising 
• Comparing 
• Contrasting 
• Including 
• Sensitivity 

(Moore 2023)

My Ethnographic Skills

Note: This audio was recorded when I was sick, sorry!

References:

Berry, M 2015, ‘Out in the open: locating new vernacular practices with smartphone cameras’, Studies in Australasian Cinema, vol. 10, no. 1, pp. 53–64, Viewed 7 August 2023, <10.1080/17503175.2015.1084173>

Etsy.com n.d., Pinterest, Viewed 7 August 2023, <https://www.pinterest.com.au/pin/41869471528744435/>

Lundström, M & Lundström, TP 2020, ‘Podcast ethnography’, International Journal of Social Research Methodology, vol. 24, no. 3, pp. 1–11, Viewed 7 August 2023, <10.1080/13645579.2020.1778221>

Moore, C, 2023, Lecture 1.3, ‘Lecture – Part One: Developing Ethnographic Research Skills’, lecture notes, Media Ethnographies BCM241, University of Wollongong, Delivered 7 August 2023.

Seelig, MI, Millette, D, Zhou, C & Huang, J (Catherine) 2018, ‘A new culture of advocacy: An exploratory analysis of social activism on the web and social media’, Atlantic Journal of Communication, vol. 27, no. 1, pp. 15–29, Viewed 7 August 2023, <10.1080/15456870.2019.1540418>