‘Desperately Seeking the Audience’: models of audience reception
‘Desperately Seeking the Audience’: models of audience reception
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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