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This book dealt with the epistemology of the ethnographic approach as a new as a new and contemporary research approach and orientation for studying media and media and communication phenomena in the real and digital context, so that the and digital context, so that the authors sought to analyze the relationship of the the relationship of the ethnographic approach and its intersection with anthropological approach to explain the communicative phenomenon, and also highlights through this book the positioning of the ethnographic research within the ethnographic research within the qualitative research as a new universal vision. new universal vision.