Interpreting Audiences: The Ethnography of Media Consumption

In this comprehensive guide to important new developments in the study of media reception, Shaun Moores reviews a wide range of qualitative audience research and charts the emergence of a critical ethnographic perspective on everyday consumer practices.

The author considers the distinctive features of audience ethnography and outlines its applications in communication and cultural analysis. Four main areas of inquiry are discussed: the power of media texts to determine the meanings made…