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What is Participant-Observation

Handbook of Research on New Media Applications in Public Relations and Advertising
A qualitative research method in which anthropologists try to acquire locals’ perspectives while they conduct their research.
Published in Chapter:
On the Spectrum of Communication: Locating the Use of New Media in the 2020 COVID-19 Emergency Response
Toru Yamada (Meiji University, Japan)
DOI: 10.4018/978-1-7998-3201-0.ch024
By examining which media Japanese college administrators chose to use in order to communicate with their students during the 2020 COVID-19 pandemic, the author argues that the intention behind administrator messaging correlates with the effectiveness of each communication medium. While some new media is used more commonly on one side of the world, the same media cannot function or is blocked in other parts of the world. Depending on the social contexts of the emergencies, the selection of a communication medium can turn out to rather be a hybrid of traditional telecommunication and new media, rather than an either-or selection.
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