In the past, most research focused on the text and discourse transmitted through the medium to understand audience reactions. However, with the application of ethnography, exploring the rules of daily life with mass communication and the relationship between consumer media and societal culture can be considered as the main topic of audience research. It is important to understand the different contexts of the audience rather than the media discourse. As Clifford and Marcus (1986) indicate, cultures always help individuals build a temporal focus on selection, simplification, and rejection, while allowing individuals to build relationships with themselves and others. Thus, the "ethnographic turn" within audience research can be seen as a new theory and method for understanding mass communication and culture, which can pay more attention to the societal significance of the medium.