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.

Audience and Reception Research in Retrospect: The Trouble with Audiences

Audience and Reception Research in Retrospect: The Trouble with Audiences

Audience and reception research in retrospect: The trouble with audiences

My brief for this chapter is clear from the main heading, but during my research and background reading I became very critical of the ways in which audiences and audience research have been accounted for. What follows is, therefore, a retrospective piece, but not of the ‘overview’ review type implicit in its title. This would involve me in covering ground which is effectively covered elsewhere and the reader can be directed to excellent existing work which would provide considerations of the above issues and questions.1 My reading of different accounts of audience and reception research and some of the recent critical accounts of media and cultural ...

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