• Summary
  • Contents
  • Subject index

Picking up on some of the themes developed in his critically acclaimed book Understanding Audiences (SAGE), this new book on audience research focuses on qualitative methods and will draw upon students’ own media experience. Structured around contemporary topics, including celebrity and reality TV, Investigating Audiences is designed with the needs of lecturers and students in mind. The book is divided into chapters that deal with audience research in terms of concepts and topics. Regarding concepts, Investigating Audiences is firmly grounded within interpretive approaches to studying viewers, readers, and listeners.

Can I Write ‘I’ in an Essay?
Can I write ‘I’ in an essay?
Where to Begin?

In a content analysis of major mass communication journals spanning they ears 19 56-200 0, Bryant and M iron (2004) discovered that of the 1806 analyses of media matters sampled, 576 included 1393 references to a staggering 604 theories. Given this complexity, it is easy to see how audience research can appear a haphazard affair. Alternatively, we can appreciate the variety of conceptual and methodological opportunities in the field. But what we do have to recognize, pragmatically, is that the multiplicity of gateways to audience research means that circumstance and serendipity influence the questions that a researcher will ask, and the techniques that he or she will use to find ...

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