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.

‘To Boldly Go …’: The ‘Third Generation’ of Reception Studies

‘To Boldly Go …’: The ‘Third Generation’ of Reception Studies

‘To boldly go …’: The ‘third generation’ of reception studies
DavidMorley

The work collected together in this volume is, as its editor, Pertti Alasuutari, suggests in the introduction, most notable for the shift of attention and emphasis it displays in conceiving of ‘the media and media messages in a broader sense than just as an encoded text to be then decoded by a particular “interpretive community”’. This focus on the question of ‘the cultural community’ which inspires the attempt here to map the landmarks of the new ‘mediascapes’ in which we find ourselves (and the ‘metacognitions’ we have of them, as Höijer puts it), is very much to be welcomed. In making this move, we are then ...

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