Jump to ContentJump to Main Navigation
Emancipation, the Media, and ModernityArguments about the Media and Social Theory$
Users without a subscription are not able to see the full content.

Nicholas Garnham

Print publication date: 2000

Print ISBN-13: 9780198742258

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780198742258.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (www.oxfordscholarship.com). (c) Copyright Oxford University Press, 2019. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 22 September 2019

Audiences: Interpretation and Consumption

Audiences: Interpretation and Consumption

Chapter:
(p.109) 6 Audiences: Interpretation and Consumption
Source:
Emancipation, the Media, and Modernity
Author(s):

Nicholas Garnham

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780198742258.003.0006

This chapter presents a discussion of the audience or consumers of symbolic forms. It argues the underlying current debate about the audience and the effects of the media are debates, stemming from the Enlightenment, concerning the relationship between learning, identity formation, and action. What is at stake is the relation between individual autonomy, and thus freedom and rational action, on the one hand and the social construction of identity and behaviour on the other. In particular, the argument rises against the current vogue for ethnographic studies of everyday life and the extreme particularism that results, and for the centrality of statistics and measurements of probability for producing real knowledge of the audience. At the same time, the counter-posing of an active audience to a passive audience is not the issue, but rather what, given a general social constructive approach, are the emancipatory consequences of different instances of audience- media interaction.

Keywords:   audience, consumers, individual autonomy, social construction, ethnographic studies, interpretation, consumption

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .