Rethinking the Media Audience : The New Agenda

by Pertti Alasuutari

• ISBN13: 9780761950707
• ISBN10: 0761950702
• Format: Hardcover
• Copyright: 1999-10-19
• Publisher: Sage Publications Ltd

Summary

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.

Table of Contents

Notes on Contributors	vii
Acknowledgements	ix
Part I: The Shape of Audience Research
Introduction: Three Phases of Reception Studies	1	(21)
Pertti Alasuutari
Audience and Reception Research in Retrospect: The Trouble with Audiences	22	(16)
Ann Gray
The Best of both Worlds? Media Audience Research between Rival Paradigms	38	(31)
Kim Christian Schrøder
Part II: The New Agenda: The Inscription of Audiences	69	(138)
Media Figures in Identity Construction	69	(17)
Joke Hermes
Cultural Images of the Media	86	(19)
Pertti Alasuutari
Legitimations of Television Programme Policies: Patterns of Argumentation and Discursive Convergencies in a Multichannel Age	105	(25)
Heikki Hellman
Slaves of the Ratings Tyranny? Media Images of the Audience	130	(21)
Ingunn Hagen
The Implied Audience in Soap Opera Production: Everyday Rhetorical Strategies among Television Professionals	151	(28)
John Tulloch
To Be an Audience	179	(16)
Birgitta Hoijer
`To Boldly Go...': The `Third Generation' of Reception Studies	195	(12)
David Morley
Index	207