In the past, most research could focus on the text and discourse conveyed by the medium to understand audience reactions. However, with the application of ethnography, the exploration of the rules of everyday life with mass communication and the relationship between average consumption and social culture can be seen as the main topic of audience research. It is important to understand different audience contexts rather than media discourse. As Clifford and Marcus (1986) indicate, cultures always help people build a temporal focus on selection, simplification, and rejection, while they are able to build relationships with themselves and others. Therefore, the "ethnographic turn" in audience research can be regarded as a new theory and method for understanding mass communication and culture, which can pay more attention to the social meaning of the medium.