Television and Ne Media Audiences [Hardcover]

Why is talk about television forbidden at certain schools? Why does a mother feel guilty about watchingStar Trekin front of her four-year-old child? Why would retired men turn to daytime soap operas for entertainment? Cliches about television mask the complexity of our relationship to media technologies. Through case studies, the author explains what audience research tells us about the uses of technologies in the domestic sphere and the classroom, the relationship between gender and genre, and the varied interpretation of media technologies and media forms.Television and New MediaAudiencesreviews the most important research on television audiences and recommends the use of ethnographic, longitudinal methods for the study of media consumption and computer use at home as well as in the workplace.

1. Introduction
2. Qualitative Audience Research
3. Feminist Methods: The Parent's Support Group
4. Lay Theories of Media Effects: Power Rangers at Preschool
5. Conflict Over TV amongst Fundamentalist Christians
6. Television and the Internet
7. Conclusion
Bibliography

Ellen Seiteris Professor of Communications at the University of California at San Diego.