Chapter

‘Desperately Seeking the Audience’: models of audience reception

Kristyn Gorton

in Media Audiences

Published by Edinburgh University Press

Published in print September 2009 | ISBN: 9780748624171
Published online September 2012 | e-ISBN: 9780748670956 | DOI: http://dx.doi.org/10.3366/edinburgh/9780748624171.003.0002
‘Desperately Seeking the Audience’: models of audience reception

Show Summary Details

Preview

This chapter considers how we can understand the term 'audience' and critically outlines some of the ways in which the audience has been approached, theorised and researched. It argues that the history of audience research is characterised by a division between powerful media and powerful viewers; that is, between understanding the media as capable of influencing and therefore affecting viewers and understanding viewers as capable of influencing and therefore affecting the media. This chapter also includes new developments in audience research.

Keywords: Audience reception theory; Television Audiences; Reality Television

Chapter.  7360 words. 

Subjects: Media Studies

Full text: subscription required

How to subscribe Recommend to my Librarian

Users without a subscription are not able to see the full content. Please, subscribe or login to access all content.