Re-viewing viewers: Reconceptualizing media audiences

College

College of Liberal Arts

Department/Unit

Communication

Document Type

Archival Material/Manuscript

Publication Date

2008

Abstract

Taking issue against the moral panics approach that undergird the works of some media-related researchers in the Philippines, this paper sides with recent works in communication studies that push for a more nuanced understanding of the dialectical, if uneven, relationship between media and audiences. In specific, it tries to map out the intersections and tensions of the various developments emerging in the maturing field of western audience studies—the audience as (a) active, (b) embedded, (c) engaged, and (d) responsible—through a critical review of the literature. In doing so, it hopes to open up new vistas for local empirical research that explores the media-audience connection.

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Disciplines

Arts and Humanities

Keywords

Audiences; Mass media—Audiences

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