Rethinking the Media Audience: The New Agenda
Publication Year: 1999
Subject: Audience & Reception Studies
Pertti Alasuutari provides a state-of-the-art summary of the field of audience research. With contributions from Ann Gray, Joke Hermes, John Tulloch and David Morley, a case is presented for a new agenda to account for the role of the media in everyday life. Only this new agenda, they suggest, can adequately account for our ubiquitous, highly reflexive, participation in modern media culture. Offering a thorough survey of audience research this volume also offers a provocative pointer to future directions and trends in reception research and qualitative analysis.
- Front Matter
- Subject Index
Part I: The Shape of Audience Research
- Chapter 1: Introduction: Three Phases of Reception Studies
- Chapter 2: Audience and Reception Research in Retrospect: The Trouble with Audiences
- Chapter 3: The Best of Both Worlds? Media Audience Research between Rival Paradigms
Part II: The New Agenda: The Inscription of Audiences
- Chapter 4: Media Figures in Identity Construction
- Chapter 5: Cultural Images of the Media
- Chapter 6: Legitimations of Television Programme Policies: Patterns of Argumentation and Discursive Convergencies in a Multichannel Age
- Chapter 7: Slaves of the Ratings Tyranny? Media Images of the Audience
- Chapter 8: The Implied Audience in Soap Opera Production: Everyday Rhetorical Strategies among Television Professionals
- Chapter 9: To Be an Audience
- Chapter 10: ‘To Boldly Go …’: The ‘Third Generation’ of Reception Studies
Editorial selection and Chapter 1 © Pertti Alasuutari 1999
Chapter 2 © Ann Gray 1999
Chapter 3 © Kim Christian Schrøder 1999
Chapter 4 © Joke Hermes 1999
Chapter 5 © Pertti Alasuutari 1999
Chapter 6 © Heikki Hellman 1999
Chapter 7 © Ingunn Hagen 1999
Chapter 8 © John Tulloch 1999
Chapter 9 © Birgitta Höijer 1999
Chapter 10 © David Morley 1999
First published 1999
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, transmitted or utilized in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without permission in writing from the Publishers.
SAGE Publications Ltd
6 Bonhill Street
London EC2A 4PU
SAGE Publications Inc
2455 Teller Road
Thousand Oaks, California 91320
SAGE Publications India Pvt Ltd
32, M-Block Market
Greater Kailash - I
New Delhi 110 048
British Library Cataloguing in Publication data
A catalogue record for this book is available from the British Library
ISBN 0-7619-5071-0 (pbk)
Library of Congress catalog card number 98-61885
Typeset by M Rules
Printed in Great Britain by Biddies Ltd, Guildford, Surrey
Notes on Contributors[Page vii]
Pertti Alasuutari is Professor of Sociology at the University of Tampere and an editor of the European Journal of Cultural Studies. His areas of interest are cultural and media studies and qualitative methods, and his publications include Desire and Craving: A Cultural Theory of Alcoholism (1992), Researching Culture: Qualitative Method and Cultural Studies (1995) and An Invitation to Social Research (1998).
Ann Gray is Head of the Department of Cultural Studies and Sociology at the University of Birmingham and an editor of the European Journal of Cultural Studies. Her publications include Video Playtime: The Gendering of a Leisure Technology (1992), Studying Culture (1993, 1997) and Turning it On: A Reader in Women and Media (1996). She is currently writing a book on ethnographic research methods in cultural studies and is researching consumption and citizenship.
Ingunn Hagen is Associate Professor in Media and Communication Psychology at Department of Psychology, the Norwegian University of Science and Technology, NUST, in Trondheim, Norway. She is the author of News Viewing Ideals and Everyday Practices: The Ambivalences of Watching Dagsrevyen (1992), and has published a number of articles related to audience reception and political communication. Her recent work includes popular culture media products – like Blind Date and Disney – and also information and communication technology.
Heikki Hellman, Ph.D., is Arts & Literature Editor of Helsingin Sanomat, Helsinki, Finland. His publications include From Companions to Competitors: The Changing Broadcasting Markets and Television Programming in Finland (1999) and articles on public service television, television programming, the video and phonogram market, as well as media and cultural policy.
Joke Hermes is Lecturer in Television, Culture and Media Studies at the University of Amsterdam. Her research concentrates on popular culture and cultural citizenship. Her publications include Reading Women's Magazines (1995) and (as co-editor) The Media in Question: Popular Cultures [Page viii]and Public Interests (1998). She is an editor of the European journal of Cultural Studies.
Birgitta Höijer is Professor in Mass Communication at the Department of Media and Communication, University of Oslo, Norway. She has published books and several articles about audiences. She is co-editor of Cultural Cognition: New Perspectives in Audience Theory (1998), and author of Det horde vi allihop (1998) – a book on the role and meaning of radio and television in the lives of people during 75 years of broadcasting in Sweden.
David Morley is Professor of Communications, Goldsmiths College, University of London. He is the author of The Nationwide Audience (1980), Family Television (1986) and Television, Audiences and Cultural Studies (1992).
Kim Christian Schrøder is Professor in the Department of Communication, Roskilde University, Denmark. He is co-author of The Language of Advertising (1985) and Medier og Kultur (1996), and co-editor of Media Cultures: Reappraising Transnational Media (1992). His published work includes a cross-cultural study of DYNASTY audiences and a qualitative study of media use and democracy in Denmark.
John Tulloch is professor of Media Communication at Cardiff University, Wales; and was formerly Professor of Cultural Studies and Director of the Centre for Cultural Risk Research at Charles Sturt University, Australia. He is the author of 11 books in media, film and literary theory, with a recent emphasis on audience theory. These include: Television Drama: Agency, Audience and Myth (1990), Science Fiction Audiences: Watching Doctor Who and Star Trek (1995; with Henry Jenkins), Television, AIDS and Risk (1997; with Deborah Lupton) and Performing Culture: Stories of Expertise and the Everyday (forthcoming).
Over the course of the more than four years that putting together this book has taken, I have incurred a great debt to many people. First of all, I want to thank Stephen Barr at Sage, who was very supportive from the very beginning but also made me further develop the book proposal before it was even sent out for review. I am also grateful to all the authors of this book for kindly fulfilling my request to write a piece for this collection. I have learned a lot about media studies in our correspondence about the contents of each chapter. I want especially to thank Ann Gray and Joke Hermes, who during these four years also became my close friends and colleagues as editors of the European Journal of Cultural Studies. Their knowledgeable, critical but always constructive comments have greatly improved my own contribution. Finally I want to collectively thank all the people with whom I have discussed the past and future of cultural media studies.PerttiAlasuutari[Page x]