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Rethinking the Media Audience
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Rethinking the Media Audience
The New Agenda

Edited by:

August 2012 | 224 pages | SAGE Publications Ltd

 Are current models of audience research and audience ethnography appropriate to the contemporary media environment? Collectively, the contributors to this volume argue that we need a new agenda to account for the role of the media in every day life. Only this new agenda, they suggest, can adequately account for our ubiquitous, highly reflexive, participation in modern media culture.

Rethinking the Media Audience:

  • Offers a thorough survey of reception studies
  • Argues for a new agenda for reception research and qualtitative analysis
  • Exemplifies the implications of this new agenda for empirical research, as well as social and cultural theory
  • Includes contributions from Ann Gray, Joke Hermes, John Tulloch and David Morley

It will be essential reading for all students of media and cultural studies for not only does it provide a state-of-the-art summary of the field, it also offers a provocative pointer to future directions and trends


 
PART ONE: THE SHAPE OF AUDIENCE RESEARCH
Pertti Alasuutari
Introduction
Three Phases of Reception Studies  
Ann Gray
Audience and Reception Research in Retrospect
The Trouble with Audiences  
Kim Schr[sl]oder
The Best of both Worlds? Media Audience Research between Rival Paradigms
 
PART TWO: THE NEW AGENDA: THE INSCRIPTION OF AUDIENCES
Joke Hermes
Media Figures in Identity Construction
Pertti Alasuutari
Cultural Images of the Media
Heikki Hellman
Legitimations of Television Programme Policies
Patterns of Argumentation and Discursive Convergencies in a Multichannel Age  
Ingunn Hagen
Slaves of the Ratings Tyranny? Media Images of the Audience
John Tulloch
The Implied Audience in Soap Opera Production
Everyday Rhetorical Strategies among Television Professionals  
To Be an Audience Birgitta H[um]oijer
David Morley
`To Boldly Go...'
The `Third Generation' of Reception Studies  

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