PG for AA : 4.0 Methodology for Finding Out About African-American Audiences

Perform Participant Observations

Participant observation allows one to find out about an audience by interacting with its members. The best way to become familiar with African-American audiences is to develop one-on-one relationships with members of the African-American community. A good place to start in an African-American community is the local church or school. Other sources of information include the following African-American organizations, societies, and individuals:

Civic and community organizations

Health organizations

Professional societies and organizations

Fraternities and sororities and other service-oriented organizations

Co-workers and peers

Participation in activities sponsored by these organizations and societies can help establish credibility and trust among community members. African-American community members are more likely to provide subjective, personal information if they recognize a genuine interest in helping them.

To get the best results through participant observation:

Go to places in the community where members of the African-American community frequently gather, such as places of worship, work sites, clinics, businesses, and restaurants.

Become familiar with the daily practices of members of the community.

Become involved in the community by participating in community activities sponsored by civic, health, community, social, or service organizations.

Keep a record of the information obtained through interaction with members of the African-American community.