Qualitative audience research: Toward an integrative approach to reception
- 1 March 1987
- journal article
- research article
- Published by Taylor & Francis in Critical Studies in Mass Communication
- Vol. 4 (1) , 21-36
- https://doi.org/10.1080/15295038709360110
Abstract
Recent research about the mass communication audience suggests that a combination of textual and social science approaches to reception should be adopted. This essay analyzes earlier work in the area and describes a theoretical and methodological framework for further empirical studies. Special attention is given to the explanatory value of qualitative research. The social and cultural implications of the reception process are discussed with particular reference to television. Finally, the essay discusses the applications of qualitative reception data in research and their wider social relevance.Keywords
This publication has 14 references indexed in Scilit:
- SubculturePublished by Taylor & Francis ,2012
- Critical mass communications research and media effects: the problem of the disappearing audienceMedia, Culture & Society, 1984
- Reception Theory: A Critical IntroductionPoetics Today, 1984
- Strong Arguments and Weak Evidence: The Open/Closed Questioning Controversy of the 1940sPublic Opinion Quarterly, 1984
- The encoding / decoding model: criticisms and redevelopments for research on decodingMedia, Culture & Society, 1983
- The Reader in the TextPublished by Walter de Gruyter GmbH ,1980
- Relations Between Gratifications Sought and ObtainedCommunication Research, 1980
- Cultural studies: two paradigmsMedia, Culture & Society, 1980
- Media sociologyTheory and Society, 1978
- Toward a model of text comprehension and production.Psychological Review, 1978