search query: @indexterm Mass communication / total: 107
reference: 44 / 107
| Author: | Morley, D. |
| Title: | Active audience theory: pendulums and pitfalls |
| Journal: | Journal of Communication
1993 : VOL. 43:4, p. 13-19 |
| Index terms: | COMMUNICATION TELEVISION RECEIVERS INDUSTRY MASS COMMUNICATION |
| Language: | eng |
| Abstract: | In old days TV audiences were considered as passive consumers. Now people are active in all kinds of ways: making criticial/oppositional readings of dominant cultural forms, perceiving ideological messages selectively/ subversively. Recent audience work in media studies can be characterized largely by two assumptions: a) the audience is always active, b) media content is always polysemic, or open to interpretation. The question is what these assumptions are taken to mean exactly, and what their theoretical and empirical consequences are. |
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