This text explores the intersection between research in political economy and reception analysis - the interaction between media production and audience reception/consumption. Questions asked include: what role does textual analysis play in the study of production contexts and audiences' reception?
Pt. I Introduction 1
1 Introduction: Consuming Audiences? Production and Reception in Media Research by Ingunn Hagen and Janet Wasko 3
Pt. II Defining the Audience 29
2 Questioning the Concept of the Audience by Vincent Mosco and Lewis Kaye 31
3 Peculiar Commodities: Audiences at Large in the World of Goods by Graham Murdock 47
4 Leisure or Labor? Fan Ethnography and Political Economy by Eileen R. Meehan 71
Pt. III Studying the Audience 93
5 Surveillance and Other Consuming Encounters in the Informational Marketplace by Richard Maxwell 95
6 The Social Context of Research and Theory by Herbert I. Schiller 111
7 How Can Audience Research Overcome the Divide Between Macro- and Microanalysis, Between Social Structure and Action? by Svein Osterud 123
8 The Cultural Mediations of Television Consumption by Jesus Martin-Barbero 145
Sect. IV Considering Methodological Approaches/Questioning Theory and Method 163
9 Less is More: Media Ethnography and Its Limits by Kristen Drotner 165
10 Audiences' Expectations and Interpretations of Different Television Genres: A Sociocognitive Approach by Birgitta Hoijer 189
11 The Role of Media in Generating Alternative Political Projects by Robert A. White 209
Sect. V Case Studies in Audience Research 229
12 Modern Dilemmas: TV Audiences' Time Use and Moral Evaluation by Ingunn Hagen 231
13 Diasporic Identities: Chinese Communities and Their Media Use in Australia by John Sinclair and Kee Pookong and Josephine Fox 249
14 The Popular Forms of Hope: About the Force of Fiction Among TV Audiences in Brazil by Thomas Tufte 275
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