Kristyn Gorton
- Published in print:
- 2009
- Published Online:
- September 2012
- ISBN:
- 9780748624171
- eISBN:
- 9780748670956
- Item type:
- chapter
- Publisher:
- Edinburgh University Press
- DOI:
- 10.3366/edinburgh/9780748624171.003.0002
- Subject:
- Society and Culture, Media Studies
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 ...
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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.Less
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.
