Tо the problem of anthropological journalism

The article is about the using of cultural anthropology methods at journalism. The conventional scholarly understanding of the methods at cultural anthropology has remained largely unchanged since the days of Franz Boas and Bronislaw Malinowski. They are the founders of cultural/social anthropology. The basis of the field method is observation and interviewing. The methods were improved. The introduction of audio and video recording in field research caused revolutionary changes in the application of the method. Both observations and interviews have many varieties, as those who are “in the field” know well. It would seem that the proximity of the approaches used by cultural (social) anthropology and journalism is obvious. However, this kind of formulation of the question is not widespread in the domestic scientific discourse, and, therefore, it is relevant. The article is about the latest research and publications related to the contribution of cultural anthropology to the field of media science and aims to posing a problem regarding the application of cultural anthropology methods in journalism. The article examines the approaches to this issue available in the scientific literature devoted to social communications. the article also examines individual examples of the use of anthropological methods in journalism. The latter provides an opportunity to prospectively analyze individual materials of the Ukrainian media space from the point of view of the application of anthropological methods. In particular, the article discusses the contributions of Elizabeth Bird, beginning with an exploration of anthropological methodology in journalism. In this early work, the author emphasizes that an anthropological perspective changes the relationship between the researcher and the studied and wonders how this might change journalism. If the first exploration is devoted to how the anthropological approach can help the journalist in his work, then the collection of essays edited by E. Bird “The anthropology of news & journalism: global perspectives” in 2010 mainly emphasizes the study of the media using the methods of cultural anthropology. Anne Kirstine Hermann raises the question of the importance of anthropological methods in journalism in connection with multiculturalism. The author claims that multiculturalism creates serious challenges for the press, and media development trends require greater knowledge of the context. this leads to the emergence of anthropological (ethnographic) journalism within the limits of American artistic journalism. Janet Cramer and Michael McDevitt write in detail about the variability of traditional journalism in connection with the involvement of anthropological methods. Finally, the article presents examples of how journalists used the methods of cultural anthropology. One of the examples is about the works of O. Yaremchuk: it is about a cycle of literary reports by Joseph Roth, a correspondent of the German newspaper “Frankfurter Zeitung” in 1925 “In Noon France”. A second example concerns the Sidewalk Standoff project conducted by students studying journalism at Stanford University.