Table Of ContentR E T N K I N G
H I
RETHINKINGT HE MEDIAA UDIENCE
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RETHINKINTGH E MEDIA
AUDIENCE
ThNee w Agenda
EditebdyP ertAtlia suutari
SAGEP ublications
Lond•o Tnh ousOaankd•s N ewD elhi
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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
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LondoEnC 2A4 PU
SAGEP ublications Inc
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SAGEP ublicatIinodniPsav tL td
32M,- BlocMka rket
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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
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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
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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
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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 )
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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
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Description: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 a
