Ethnomedia 2007-2011. O zastosowaniu etnografii w projektowaniu strategii komunikacji reklamowej

Warsaw PanMedia Western media house implemented a cyclic research project focusing on the media consumption in Poland (Ethnomedia). Between 2007 and 2011 four editions of the ethnographic research were performed among inhabitants of several Polish cities and towns. According to many professionals in advertising and communication the pioneer project was a successful example of the application of ethnographic tools and methods in this field. This article is an attempt to re-read the extensive reports prepared by Izmałkowa Consulting Research Company in order to trace the process of transformation in the attitude towards television and the Internet and to find out how it affects users’ daily habits, their customs, or relationships with other people.