Comparing Media Use and Reception

Authored by: Uwe Hasebrink

Handbook of Comparative Communication Research

Print publication date:  April  2012
Online publication date:  June  2013

Print ISBN: 9780415802710
eBook ISBN: 9780203149102
Adobe ISBN: 9781136514241


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This chapter deals with media use and media reception; the respective research field is usually called audience and reception studies. This rather vague description of the field was heavily challenged by the advent of interactive media and online communication, which lead to substantial skepticism about the concepts of “audience,” “media reception,” and “recipients.” The phrase “the people formerly known as the audience” (Rosen, 2006) indicates the conceptual uncertainty of the field. Nevertheless the field of media use and reception can still be identified by referring to some research areas, which are perceived as the core of this field (see Figure 24.1).

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