R E T N K I N G H I RETHINKINGT HE MEDIAA UDIENCE CopyrigMhatteedr ial CopyrigMhatteedr ial RETHINKINTGH E MEDIA AUDIENCE ThNee w Agenda EditebdyP ertAtlia suutari SAGEP ublications Lond•o Tnh ousOaankd•s N ewD elhi CopyrigMhatteedr ial Editorsiealle ctainodCn h apte1©r PertAtlia suut1a9r9i9 Chapte2©r Ann Gra1y9 99 Chapte3©r KimC hristSicahnr od1e99r9 Chapte4©r JokHee rme1s 999 Chapte5©r PertAtlia suut1a99r9i Chapte6©r HeikkHie llma1n9 99 Chapte7©r IngunHna gen1 999 Chapte8©r JohTnu llo1c9h9 9 Chapte9©r BirgiHtotiaj 1er99 9 Chapte1r0© DaviMdo rle1y99 9 Firpsutb lish1e9d9 9 Allr ighrtess erdv.Ne o parotf t hipsu blicamtaiyob ne reproducsetdo,r ienda r etriesvyaslt etmr,a nsmitted oru tiliiznea dn yf ormo rb ya nym eanse,l ectronic, mechanicpahlo,t ocopyriencgo,r doirno gt herwise, withopuetr missiinow nr itifnrgo mt heP ublishers. SAGEP ublicatLitodn s 6B onhiSltlr eet LondoEnC 2A4 PU SAGEP ublications Inc 245T5e llReora d ThousanOda ksC,a lifor9n1i3a2 0 SAGEP ublicatIinodniPsav tL td 32M,- BlocMka rket GreatKeari la-sIh New Delhlil 0O4 8 BritLiisbhr aCrayt alogiuniP nugb licadtaitoan A catalorgeuceo rfdo rth ibso oki s availafbrloemt heB ritiLsihb rary ISBN0 -7691-5700-2 ISBN0 -7169-5071-({)p bk) LibraorfCy o ngrecsast aclaogrn du mber9 8-61885 TypesbeytM Rules PrintiendG reaBtr itabiyBn i ddILetsd G,u ildfoSrudr,r ey CopyrigMhatteedr ial CONTENTS NotoensC ontributors vii Acknowledgements IX ParIt: T heS hapeo fA udiencRee search 1 1 IntroduTchtriPeohena :so efs Reception Studies PerAtltais uutari 1 2 AudieanncRdee cepRteisoena irnRc eht rosTpheec t: Troubwliet Ahu dienAcnenGs ray 22 3 ThBe esotfb otWhor ldMse?d iAau dieRnecsee arch betweReinvP aalr adiKgimCsmh riSscthiraend er 38 ParItI T:h eN ew AgendaT:h eI nscriptoifAo und iences 69 4 MediFai guirnIe dse nCtointsyt ruJcotHkieeorn m es 69 5 CultuIrmaalgo efts h Mee diPae rAtltais uutari 86 6 LegitimoafTt elieovnisPs rioognr aPmomlei Pcaitetse:r ns ofA rgumentaantDdii osnc urCsoinvvee rgienna c ies MultichAagnenH eeli Hkekllim an 105 7 SlavetshR eao tfi Tnyrgasn nMye?d iIam agoefts h e AudienIcgneu nHna gen 130 8 TheI mplAiueddi einnSc oea Opp erPar odunc:t io EveryRdhaeyt oriatceaglai meSostn Trgel evision ProsfieosnaJloshT unl loch 151 9 To aBneA udienBcier gHiotitjae r 197 10 'TBoo ldGlo0y 0 0' :T he' ThiGredn eraotfRi eocne'p tion StudiDeasv Miodr ley 195 Index 207 CopyrigMhatteedr ial CopyrigMhatteedr ial NOTESO N CONTRIBUTORS PertAtlia suutairsPi r ofeosfSs oocri oaltto hgUeyn iverosfTi amtpye re anda ne diotoftr hE eu ropJoeuarnn Caulla tSlouut frd iHeisas.r eaisn toefr ­ esatr ceu ltuarnadl mesdtiuad ainedqs u alitmaettihvoead nsd, his publicaitnicolDnuesds eai nrde CrAa CvuilntgTu:hr eaolrA yl coofh olism (199R2e)s,e arCcuhleit:Qnu ugra lvieMt eatthiaondCd u latlSu trueds(9 i195) anAdn I nvittaSoto icRoienas le (a1r99c8h) . Ann Grayi Hse aodft hDee partomfe nCtu lSttuurdaainleSd so cioalto gy thUen iverosfBi itrym ingahnadam ne ditooftr h Eeu ropeJaonu ronfa l CulatSlut rudHieeprsu .bl iciantciloVunidsdeP e loa ytThiGeme en:d eorfai ng LeisTceuhrnleoo (g1y 99Su2td)y,i Cnugle t( 9u19r31,99a7n)Td ur niinOtgn A : ReadeWorm eiannn M de d(i1a99 6S)h.ie cs u rrewnrtiltyib nogoo knae thno­ graphriecs eamrecthh oidnsc ultusrtauld iaensdi sr esearching consumpatnicdoi nt izenship. IngunnH ageni sA ssocPiraotfee isnsM oerd iaan dC ommunication PsychoaltDo egpya rtomfeP nsty chyo,tl hoNego rwegUinainv erosfi ty ScieanncTdeec hnogylN,oU STi,nT r ondheNiomr,w .aS yhiets h aeu thoofr NewVsei wiInedga alnsEd v eryPdraayc tTihcAeem sb:i vaolfWe antccehsi ng Dagsre(v1y9e9an2n )hda ,ps u blisnhuemdb oeafra rtircelleatsto ae udd i­ encree cepatnidpo onl itciocmamlu nicHaetrri eocne.wno tri kn cludes popuclualrt muerdeip ar odu-cltiskB el iDnadta en dD isn-eayn da lso informaantcdio omnm unictaetcihoongnoy l. HeikkHie llmanP,h .iDsA. r,t &s L iterEadtiutrooefHr e ilnsgSiann omat, HelsiFniknil,Ha inpsdu .b liciantciloFunrdsoCe m o mapnitoCono sm petitors: ThCeh angBirnoaga sdntcgMi arkaentTdsel eviPsrioaogmnrmn ig Fiinn land (19a9n9da)r tiocnlp eusb lic tseelrevviitcseeil oenvp,ir soigorna mming, thvei daenopd h onogmraarmk aeswt e,l alsm ediaan cdu ltpuorla.il c y JokeH ermesi s LecitnTu elreevri sCiuolnta,un rdMe e diSat udaitte hse Univerosfi tAym steHredrra ems.e acrocnhc entornpa otpeusl ar culture andc ultucriatli zeHnesrhp iupb.l icaitnicolnRusde ea dWionmge n's Maagzi(n91e9s5a )n (d acso -edTihtMeoe rd)ii nQa u estPiopounCl:ua lret su r CopyrigMhatteedr ial viii RETHINKITNHGE M EDIAAU DIENCE anPdu bIlnitcte (sr1 e9s9Sh8ie)s . eadni otfot rhE eu ronJp uoeranoaCflu ltural Sutdies. BirgitHtoai jeirPs r ofeisnMs aosrCs o mmunicaattt hiDeoe np artomfe nt Mediaan dC ommunicUantiivoenr,os fOi stlyNo o,r waSyh.eh apsu b­ lishbeodo kasn ds evearratli acbloeuastu dienScheeis sc. o -edoift or CulatCluo rgintiNoenwP: e rspeicAntu idvieesn c(e1 99T8ah)ne,ado u rtyho ofr DehtO rvdiae l l(i1h9o9pa8 b )o ookn t hreo laen dme anionfrg a dainod - televiints hileoi nvo efps e ople 7d5yu eraiornfbsg r oadcaisnSt wiendge n. DavidM orleyi sP rofeosfsC oorm municaGtoilodnssm,Ci otlhlse ge, UniverosfLi otnyd oHne. t ihse auotfT hhNoeart ionAwuiddie(e n18c90e) , FamTielleyv i(s91i8o6a)nn Td el eviAsuidoinea,nn cCdeu sla tSluut rdi(e19s92 ). Kim ChristiSacnh rodeirsP rofeisnts hoDree partomfeC notm muni­ catiRoons,k iUlndievi et,rDy senmaHrek .ci os- auotfTh hoLrea nguoafg e Advert(i918s5ia)nn gdM edioegKr u lt(u19r96 a)n,d c o-edoifMt eodri a CuletsuR:re apprTaarinssitnniagoM neadli( a19 92)H.isp ubliswhoerdk incluacd reoss s-csutlutodufyDr YaNlA STaYu dieanncdaeq su alitative study ofu samene ddde imao crianDc eyn mark. JohnT ullocihps r ofeosfs oMreC doimam unicaatCt airodnUi nfifv eyr,s it Waleasn;wd a sf ormePrrloyf eosfCs uolrt uSrtaulda ineDdsi recoftt ohre CentfroCeru ltuRriasRlke seaartCc hha rSlteusUr nti vteyrA,su istrHael ia. ist haeu thoof1r 1b ooiksnm edifai,la mn dl itetrhareryoyw, i tahr ecent emphaosnia su dietnhceeo Trhye.si en cluTeldee:v iDsriaomAnag e:n cy, AudieannMcdye t (h19 90S)c, ieFniccetA iuodni eWnactecshD:io ncgtWh oor anSdt Taerrk( 9 195; HweintrJhye nkiTnelse)v,iA sIiDoaSnn ,Rd i s(k1 997; witDhe borLauhp toann)dP eforrmiCnugle tS:u troriEexsp earontftid hs ee Every(dfoarymt ihnc.go ) CopyrigMhatteedr ial ACKNOWLEDGEMENTS Ovetrh ceo urosfte hm eo re ftohuyaren a trhspa utt ting tthobigoseo tkh er hatsa keIhn a,v ien curagr reedda etbt tom anpye opFliero.sf at l Ilw ,a nt tot haSntke phBeanra rtS agweh,o w asv ersyu pportitvheve e frryo m beginbnuitn gma aldsmeoe f urther tdhebevo eoplkro opp obseafloi rte wase vesne notu fto rre viIea wm.a lsgor atteofa ultllh aeu thooftr hsi s book for kinmdylr ye qfutueolws frtii altp leii enfcgoet r h ciosl leIc tion. havlee aran eldao bto muetd isat udiinoe uscr o rrnedsepnoacbeo tuhte conteonfet ascc hh apItw earn.et s pectioat lhlayn k GArnaanyn dJ oke Hermewsh,od uritnhge fsoeuy re aarlssb oe cammyec lofsrei eanndds colleaagseu deist ooftr hsEe u ropneJ aouronfCa utllu rSautld iTehse.i r knowledgceraibtlieca,al lw acbyousnt s trcuocmtmievneht asvg er eatly impromvyeo dw nc ontri.bF uitniaIolw nlaynt to c ollectthiavanelkll y thpee ople witIhh a vwdehi osmc utshspeea dsa tn df utuorfce u ltural medisat udies. PerAtltais uutari CopyrigMhatteedr ial