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Our
research method is interdisciplinary and collaborative. We have designed
a comprehensive analytical model that combines approaches from media
and cultural studies, history, anthropology, sociology and communication
to track and analyze Oxygen Media as it develops. Our research methods
will include:
HISTORICIZING
WOMEN'S MEDIA
We will consider the historical precedents for Oxygen Media such as
the Lifetime cable network, women's reading groups, women's magazines,
women's talk shows, soap operas.
PARTICIPANT
OBSERVATION | ETHNOGRAPHY
We are planning onsite participant observation of executive meetings,
workplace practices, and program production as well as interviews
of Oxygen Media executives, producers and staff.
TEXTUAL
| IDEOLOGICAL ANALYSIS
We will conduct close analysis of Oxygen's websites, television programs,
network promotions, advertising and multimedia products.
AUDIENCE
AND FAN ANALYSIS
We plan to explore viewer responses to Oxygen, various fan formations,
online discussions, network ratings, and the integration of Oxygen
within viewers' everyday lives.
COVERING
THE COVERAGE
Covering the Coverage We will use discourse analysis to study the
coverage of Oxygen Media in the trade and popular press and we will
conduct a comparative analysis of Oxygen and Dreamworks SKG.
TECHNICAL
INFRASTRUCTURE
We will study Oxygen's cable, satellite and online
distribution and the structural organization of this new media institution.
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