TY - JOUR
T1 - I have seen the Future and it is not here yet...
T2 - Or, on being Ambitious for Audience Research
AU - Barker, Martin
N1 - Barker, Martin, (2006) 'I have seen the Future and it is not here yet...; Or, on being Ambitious for Audience Research', The Communication Review 9, pp. 123-141
PY - 2006
Y1 - 2006
N2 - Audience research, after a promising period during which some crucial
advances were made, seems to be in decline in several ways, yet its tasks
remain as important as ever. This article, originally a presentation at the
2003 Versailles Conference on the Future of Audience Research, makes
the case for expanding our vision of the field’s possibilities. To do this, it
revisits some of the forgotten achievements of the Uses and Gratifications
tradition, offers a critique of the dominant “Hall model” for conceiving
media/audience relations, and outlines the key concept of an alternative
approach: the concept of a “viewing strategy,” which has been at the heart
of the 2003–2004 international project on the reception of The Lord of the
AB - Audience research, after a promising period during which some crucial
advances were made, seems to be in decline in several ways, yet its tasks
remain as important as ever. This article, originally a presentation at the
2003 Versailles Conference on the Future of Audience Research, makes
the case for expanding our vision of the field’s possibilities. To do this, it
revisits some of the forgotten achievements of the Uses and Gratifications
tradition, offers a critique of the dominant “Hall model” for conceiving
media/audience relations, and outlines the key concept of an alternative
approach: the concept of a “viewing strategy,” which has been at the heart
of the 2003–2004 international project on the reception of The Lord of the
U2 - 10.1080/10714420600663310
DO - 10.1080/10714420600663310
M3 - Article
SN - 1547-7487
VL - 9
SP - 123
EP - 141
JO - Communication Review
JF - Communication Review
IS - 2
ER -