reviewing viewers: reconceptualizing media audiences

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Post on 13-Nov-2014




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Taking issue against the moral panics approach that undergird the works of some media-related researches in the Philippines, this paper sides with recent works in communication studies that push for a more nuanced understanding of the dialetical, 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 active, embedded, engaged, and 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.