TY  - BOOK
AU  - Alasuutari, Pertti.
TI  - Rethinking the media audience: the new agenda 
SN  - 0761950702
AV  - P96.A83 R48 1999
U1  - 302.23 21
PY  - 1999///
CY  - London, Thousand Oaks, Calif.
PB  - Sage Publications
KW  - Mass media
KW  - Audiences
N1  - Includes bibliographical references and index; PART ONE: THE SHAPE OF AUDIENCE RESEARCH 
Introduction - Pertti Alasuutari 
Three Phases of Reception Studies 
Audience and Reception Research in Retrospect - Ann Gray 
The Trouble with Audiences 
The Best of both Worlds? Media Audience Research between Rival Paradigms - Kim Schr[sl]oder 
PART TWO: THE NEW AGENDA: THE INSCRIPTION OF AUDIENCES 
Media Figures in Identity Construction - Joke Hermes 
Cultural Images of the Media - Pertti Alasuutari 
Legitimations of Television Programme Policies - Heikki Hellman 
Patterns of Argumentation and Discursive Convergencies in a Multichannel Age 
Slaves of the Ratings Tyranny? Media Images of the Audience - Ingunn Hagen 
The Implied Audience in Soap Opera Production - John Tulloch 
Everyday Rhetorical Strategies among Television Professionals 
To Be an Audience - Birgitta H[um]oijer 
`To Boldly Go...' - David Morley 
The `Third Generation' of Reception Studies
ER  -