Summary
Contents
Subject index
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.
Legitimations of Television Programme Policies: Patterns of Argumentation and Discursive Convergencies in a Multichannel Age
Legitimations of Television Programme Policies: Patterns of Argumentation and Discursive Convergencies in a Multichannel Age
There exists an established distinction between two paradigms of television audience. The first approaches viewers as a public, or a group of citizens, while the other is a view of the audience as a market, or a group of consumers.1 According to Ien Ang, these two alternative configurations are ‘each connected with one of the two major institutional arrangements – commercial and public service – of broadcast television’ (1991: 29). In this chapter I suggest that these two conceptions of the audience also provide the founding paradigms of programming policy and, logically, of the legitimating discourse ...
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