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Rethinking the Media Audience: The New Agenda


Are current models of audience research and audience ethnography appropriate to the contemporary media environment? Collectively, the contributors to this volume argue that we need a new agenda to account for the role of the media in every day life. Only this new agenda, they suggest, can adequately account for our ubiquitous, highly reflexive, participation in modern media culture.

Rethinking the Media Audience

  • Offers a thorough survey of reception studies
  • Argues for a new agenda for reception research and qualtitative analysis
  • Exemplifies the implications of this new agenda for empirical research, as well as social and cultural theory
  • Includes contributions from Ann Gray, Joke Hermes, John Tulloch and David Morley
  • It will be essential reading for all students of media and cultural studies for not only does it provide a state-of-the-art summary of the field, it also offers a provocative pointer to future directions and trends


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Tags: media, account, agenda, audience, reflexive