The qualitative study of media audiences
- 1 January 1991
- journal article
- research article
- Published by Taylor & Francis in Journal of Broadcasting & Electronic Media
- Vol. 35 (1) , 23-42
- https://doi.org/10.1080/08838159109364100
Abstract
The growth of qualitative audience studies has resulted in a greater understanding of the practices and meanings of media use. This article reviews the development of this approach during the past decade. Five styles of qualitative audience inquiry have emerged: social phenomenological, communication rules, cultural studies, reception study, and feminist research. Problematic aspects of this work, as well as potential future directions, are discussed.Keywords
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