The Audience Studies Reader PDF
Preview The Audience Studies Reader
* I The Audience Studies Reader Has political propaganda ever been effective? To what extent do African American families interpret their favourite television show differently from their white neighbours? Are romance novels and teenage magazines reactionary fantasies, or can they provide women with an impor¬ tant space of their own? The Audience Studies Reader brings together key writings exploring questions of reception, interpretation and interactivity, reprinting forgotten pieces and combining key essays with new research. Beginning with a general introduction to the Reader, each extract is placed in its histor¬ ical context with specially written Part introductions and annotated suggestions for further reading. Organised thematically and chronologically, the seven Parts address: • Paradigm shift - from 'effects'to 'uses and gratifications' • Moral panic and censorship • Reading as resistance and the active audience • The spectator and the audience - shifts in screen theory • The fan audience • Female audiences - gender and reading • Interpretive communities - nation and ethnicity • Internet audiences, convergence and increased levels of interactivity. The Audience Studies Reader provides a guide to historical approaches and suggests new ways of looking at the relationship between media texts and those who receive, consume and interpret them. Essays by: Theodor Adorno, Ien Ang, Camille Bacon-Smith, Martin Barker, Bernard Berelson, Jacqueline Bobo, Eunice Cooper, Dawn H. Currie, Michel de Certeau, Helen Dinerman, Rebecca Dobash, Russell Dobash, Barbara Ehrenreich, John Fiske, Hazel Gaudet, Marie Gillespie, Sara Gwenllian-Jones, Miriam Hansen, Elizabeth Hess, Richard Hoggart, Gloria Jacobs, Henry Jenkins, Sut Jhally, Elihu Katz, Paul F. Lazarsfeld, Justin Lewis, Tamar Liebes, Angela McRobbie, Robert K. Merton, David Morley, David Muggleton, Laura Mulvey, Janice Radway, Philip Schlesinger, Esther Sonnet, Jackie Stacey, C. Kay Weaver, Fredric Wertham, Charles Winick, Gregory Woods. Will Brooker is Assistant Professor in Communication at Richmond, the American International University in London. His books include Batman Unmasked and Using the Force. Deborah Jermyn is Senior Lecturer in Film Studies at Southampton Institute. She is the co-editor of The Cinema of Kathryn Bigelow: Hollywood Transgressor. Digitized by the Internet Archive in 2017 with funding from Kahle/Austin Foundation https://archive.org/details/audiencestudiesrOOwill The Audience Studies Reader Edited by Will Brooker and Deborah Jermyn Routledge Taylor &. Francis Croup LONDON AND NEW YORK First published 2003 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon, 0X14 4RN Simultaneously published in the USA and Canada by Routledge 270 Madison Ave, New York, NY 10016 Reprinted 2006 (twice), 2007 Transferred to Digital Printing 2008 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2003 Will Brooker and Deborah Jermyn for selection and editorial matter © 2003 individual chapters, the contributors Typeset in Bell Gothic and Bembo by M Rules, London Printed and bound in Great Britain by TJI Digital, Padstow, Cornwall All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data The audience studies reader / [edited by] Will Brooker and Deborah Jermyn. p. cm. Includes bibliographical references and index. 1. Motion picture audiences. 2. Motion picture audiences - Psychology. 3. Television viewers. 4. Television viewers - Psychology. 5. Reading. I. Brooker, Will, 1970- II. Jermyn, Deborah, 1970- PN1995.9.A8 A93 2002 302.23'43 - dc21 2002031688 i ISBN10: 0-415-25434-5 (hbk) ISBN10: 0-415-25435-3 (pbk) ISBN13: 978-0-415-25434-2 (hbk) ISBN13: 978-0-415-25435-9 (pbk) Contents Notes on contributors ix Acknowledgements xvi Introduction 1 'it's out there . . . somewhere': locating the audience FOR THE AUDIENCE STUDIES READER PART ONE Paradigm shift: from ‘effects7 to ‘uses and gratifications’ 5 1 Paul F. Lazarsfeld, Bernard Berelson and Hazel Gaudet 13 THE people's choice: how the voter makes up his mind in a PRESIDENTIAL CAMPAIGN 2 Robert K. Merton 19 mass persuasion: the social psychology of a war bond drive 3 Eunice Cooper and Helen Dinerman 27 ANALYSIS OF THE FILM DON'T BE A SUCKER'. A STUDY IN COMMUNICATION 4 Charles Winick 37 TENDENCY SYSTEMS AND THE EFFECTS OF A MOVIE DEALING WITH A SOCIAL PROBLEM VI CONTENTS PART TWO Mora! panic and censorship; the vulnerable audience 51 5 T. W. Adorno 55 CULTURE INDUSTRY RECONSIDERED 6 Fredrsc Wertham 61 SEDUCTION OF THE INNOCENT 7 Richard Hoggart 67 THE USES OF LITERACY 8 Martin Barker 74 THE NEWSON REPORT: A CASE STUDY IN 'COMMON SENSE7 PART THREE Reading as resistance; the active audience 91 9 David Morley 95 THE NATIONWIDE AUDIENCE 10 Michel de Certeau 105 THE PRACTICE OF EVERYDAY LIFE 11 John Fiske 112 UNDERSTANDING POPULAR CULTURE 12 Gregory Woods 117 'WE'RE HERE, WE'RE QUEER AND WE'RE NOT GOING CATALOGUE SHOPPING' PART FOUR The spectator and the audience: shifts in screen theory 127 13 Laura Mulvey 133 VISUAL PLEASURE AND NARRATIVE CINEMA 14 Miriam Hansen 143 BABEL AND BABYLON: S P E C TATO R S H I P IN AMERICAN SILENT FILM 15 Jackie Stacey 150 STAR GAZING! HOLLYWOOD CINEMA AND FEMALE SPECTATORSHIP 16 Philip Schlesinger, Rebecca Dobash, Russell Dobash and C. Kay Weaver 159 WOMEN VIEWING VIOLENCE CONTENTS vii PART FIVE The fan audience: cult texts and community 167 17 Henry Jenkins 171 'OUT OF THE CLOSET AND INTO THE UNIVERSE7 I QUEERS AND STAR TREK 18 Barbara Ehrenreich, Elizabeth Hess and Gloria Jacobs 180 beatlemania: girls just want to have fun 19 Sara Gwenllian-Jones 185 HISTORIES, FICTIONS AND XENA.’ WARRIOR PRINCESS 20 Camille Bacon-Smith 192 SUFFERING AND SOLACE! THE GENRE OF PAIN 21 David Muggieton 199 INSIDE SUBCULTURE! THE POSTMODERN MEANING OF STYLE PART SIX Female audiences: gender and reading 213 22 Janice Radway 219 READING THE ROMANCE! WOMEN, PATRIARCHY AND POPULAR LITERATURE 23 len Ang 226 LIVING ROOM WARS! RETHINKING AUDIENCES FOR A POSTMODERN WORLD 24 Angela McRobbie 235 FEMINISM AND YOUTH CULTURE 25 Dawn H. Currie 243 GIRL talk: adolescent magazines and their readers 26 Esther Sonnet 254 '"just a book", she said . . reconfiguring ethnography FOR THE FEMALE READERS OF SEXUAL FICTION PART SEVEN Interpretive communities: nation and ethnicity 275 27 Sut Jhally and Justm Lewis 279 ENLIGHTENED RACISM! THE COSBY SHOW, AUDIENCES AND THE MYTH OF THE AMERICAN DREAM viii CONTENTS 28 Tamar Liebes and Elihu Katz 287 THE EXPORT OF MEANING! CROSS-CULTURAL READINGS OF DALLAS 29 Jacqueline Bobo 305 THE COLOR PURPLE! BLACK WOMEN AS CULTURAL READERS 30 Marie Gillespie 315 TELEVISION, ETHNICITY AND CULTURAL CHANGE 31 Conclusion: overflow and audience 322 References 335 Index 345
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