Active audience theory is a recent development in cultural studies, one which is now quite
popular in the field of mass communications analysis. The trend emerged from the …

It certainly seems that, over the last few years, the pendulum has swung again in the world of
audience research. As we all know, in the bad old days, TV audiences were considered as …

During the last ten years, active audience theory has taken a central place in cultural
studies. In Media, Cultitre di Society alone there have been at least five major articles' …

Audiences are problematic. From both left and right they have been the subject of concern
and debate. On the one hand, this has been expressed through fears about the effects of the …

Although this sentence may initially be interpreted as a call for a methodological discussion
about empirical research techniques, its wider meaning should be sought in the theoretical …

While audience research, particularly reception studies, has successfully furthered the
diverse traditions from which it developed, there now seems to be some uncertainty about …

This paper offers an overview of recent developments within the field of media audience
research. In particular, the paper addresses the criticisms of the 'new'or 'revisionist'audience …

In the early 20th century, a new and distinctive concept of the audience rose to prominence.
The audience was seen as a mass--a large collection of people mostly unknown to one …

The study of media audiences has long been hotly contested regarding their supposed
power to construct shared meanings, to mitigate or moderate media influences, or to …

iscussions about the television audience have proliferated re-D cently. After a period of
preoccupation with textual analyses of television, audience studies have been an attempt, in …