Malay Women, Field work and popular culture Consumption: Anaudience etnogra phy record

This article focuses on extensive discussion of audience ethnography as methodological approach to study the popular cultural text consumption among Malay women in Malaysia. Audience ethnography is the most well-known research tradition to examine the process of television genre consumption including soap opera. However, some elements in audience ethnography’s approach have raised a doubt amongst the sociologist and anthropologist scholars in terms of selection of respondent and interview technique. At the same time, despite the dominance of positivism and quantitative tradition in Malaysian media research, this article provide a clear understanding and solution toward these particular issues and how it being seen in the context of current Malaysia.