Toward a flexible methodology in studying media meaning:Dynastyin Norway

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Abstract
Determining the “meaning” of a media event is a complex and mutlifacited endeavor. Recent communication literature has argued that meaning can be elicited and/or inferred from media consumers. While consumers certainly are a very relevant part of the process, other issues, most notably institutional economics and cultural ethos, are very important in understanding the media‐meaning process. This article explores the relationship among these variables and suggests that communication researchers must adopt a flexible methodology capable of considering all relevant forces. The case of Norway's broadcasting of the U. S. television series Dynasty is used to help illustrate certain of these premises.

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