In reviewing the bibliography upon which qualitative method is based, the author refers to ethnography, ethnomethdology, symbolic interactionism and cultural studies, and argues that a combination of the qualitative methods is actually possible. To enforce his point, he gives the example of research that was recently conducted about the National Television Channel of Greece. Moreover, through the theoretical review, he asserts that the application of all qualitative methods is a way to transfer ourselves from observation to focusing and depth interviews. He believes that such an application can be really effective while collecting data as well as while analyzing and presenting the results of the research. Finally, it is his firm conviction that this shift to qualitative multi-methods can be also achieved in other scientific fields, apart from that of mass media.

Publication Date


Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.


Submission Location


To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.