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Media AudiencesTelevision, Meaning and Emotion$
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Kristyn Gorton

Print publication date: 2009

Print ISBN-13: 9780748624171

Published to Edinburgh Scholarship Online: September 2012

DOI: 10.3366/edinburgh/9780748624171.001.0001

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‘Desperately Seeking the Audience’: models of audience reception

‘Desperately Seeking the Audience’: models of audience reception

Chapter:
(p.11) 1 ‘Desperately Seeking the Audience’: models of audience reception
Source:
Media Audiences
Author(s):

Kristyn Gorton

Publisher:
Edinburgh University Press
DOI:10.3366/edinburgh/9780748624171.003.0002

This chapter considers how we can understand the term 'audience' and critically outlines some of the ways in which the audience has been approached, theorised and researched. It argues that the history of audience research is characterised by a division between powerful media and powerful viewers; that is, between understanding the media as capable of influencing and therefore affecting viewers and understanding viewers as capable of influencing and therefore affecting the media. This chapter also includes new developments in audience research.

Keywords:   Audience reception theory, Television Audiences, Reality Television

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