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.

The Best of Both Worlds?: Media Audience Research between Rival Paradigms

The Best of Both Worlds?: Media Audience Research between Rival Paradigms

The best of both worlds?: Media audience research between rival paradigms
Kim ChristianSchrøder

Irrespective of their academic upbringing, media audience researchers share a common goal: to increase our knowledge of how the media are used – in the widest sense of the word – by diverse groups in contemporary culture and society, and how in turn the media may be seen as vehicles of social stability and change.

However, as soon as it comes to selecting the lenses with which to observe the issues and the tools with which to analyse the data, different academic traditions set out in different directions and return with sometimes quite divergent or even contradictory insights. That this is so is evident ...

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