Interpreting Audiences

Interpreting audiences offers a comprehensive guide to important new developments in the study of media reception. Reviewing a wide range of work done by qualitative audience researchers over recent years, the author charts the emergence of a critical ethnographic perspective on everyday consumer practices. Shaun Moores considers the distinctive features of audience ethnography and outlines its various applications in communication and cultural analysis. Four main areas of inquiry are discussed: the power of media texts to determine the meanings made by their readers; the relationships…