When the researcher enters into the culture of a group and uses questions and interviews to try and understand media engagement from he perspective of that group.
1) Engagement with media is often structured on domestic environment due to the domestication of entertainment and leisure.
2) Some texts seem to belong to a genre that has gender appeal. E.g. Soaps are seen as 'female texts' as they look at matriarchal power and nature of character relationships. The news is seen as a 'male' text as this is more factual; men need wider cultural understanding due to spending less time at home (domestic space) and more time in public (cultural space)
3) Our society is in danger of divided information-rich and information-poor. Schools and TV programs aim to present positive gender representations. Real-life programs use females in less traditional roles to equal the balance that often divides between men and women.
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