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Television and New Media Audiences$
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Ellen Seiter

Print publication date: 1998

Print ISBN-13: 9780198711421

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780198711421.001.0001

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(p.1) 1 Introduction
Television and New Media Audiences

Ellen Seiter

Oxford University Press

The author of this book, as a qualitative audience researcher, observes that a typical situation in a nursery school might usually exhibit how popular television shows plays a major part in conflicts, various aspects of interpersonal communications, and in the exchange of assorted symbols of cultural capital. While qualitative research cannot directly approve or reject a teacher’s common notion that television promotes violent behaviour among children, qualitative research may be able to provide an explanation that would consider several different contextual factors in such situations of violence while also identifying television’s other uses as a topic and form of communications in varied social settings. While ethnographic audience research reveals that media has now become an essential part of everyday life, we can say that interpersonal relationships and media consumption may be interrelated.

Keywords:   qualitative audience researcher, ethnographic audience research, interpersonal communication, television, interpersonal relationships, media consumption

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