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In: Understanding Media Cultures: Social Theory and Mass Communication

Chapter 3: Critical Perspectives within Audience Research: Problems in Interpretation, Agency, Structure and Ideology

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Critical Perspectives within Audience Research: Problems in Interpretation, Agency, Structure and Ideology
Critical perspectives within audience research: Problems in interpretation, agency, structure and ideology
The Emergence of Critical Audience Studies

Basically two kinds of audience research are currently being undertaken. The first and most widely circulated form of knowledge about the audience is gathered by large-scale communication institutions. This form of investigation is made necessary as television, radio, cinema and print production need to attract viewers, listeners and readers. In order to capture an audience modern institutions require knowledge about the ‘public's’ habits, tastes and dispositions. This enables media corporations to target certain audience segments with a programme or textual strategy. The desire to know who is in the audience at any one time provides useful knowledge ...

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