1.
folklore studies; folkloristics
The academic study of the customs, beliefs, stories, songs, and practices of common people as transmitted through oral tradition and everyday life.
Usage
Distinguish from 民族学 (ethnology), which studies ethnic groups and cultures comparatively. 民俗学 focuses on the folk customs and traditions of one's own culture. The two words are homophones but written with different kanji (俗 vs 族).