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The Challenge of Changing Audiences: Or, What is the Audience Researcher to Do in the Age of the Internet?
Open accessAbstract
Mediated communication is no longer simply or even mainly mass communication (‘from one to many’) but rather the media now facilitate communication among peers (both ‘one to one’ and ‘many to many’). Does this mean that the concept of the audience is obsolete? Or does the growing talk of ‘users’, instead of audiences, fall into the hyperbolic discourse of ‘the new’, neglecting historical continuities and reinventing the wheel of media and communications research? Undoubtedly, the challenge of a moving target, and hence a changing subject matter, faces us all. This article explores the ways in which, although the argument for the active television audience may have been taken as far as possible, new interactive technologies put ordinary people’s interpretative activities at the very centre of media design and use. Hence, it considers how far existing theories and methods for researching audiences can be extended to new media and how far some significant rethinking is required.
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“Moreover, audience activity cannot be questioned since it is now exposed [34] through web analytics.”
From Digital Storytelling in Cultural Heritage: Audience Engagement in the Interactive Documentary New Life (2021) · cites this paper as [34]
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Metadata
- Authors
- Livingstone, S.
- Affiliations
- London School of Economics and Political Science (GB)
- Corresponding author
- Livingstone, Sonia
- ORCID
- Livingstone, Sonia
- Venue
- European Journal of Communication
- Publisher
- SAGE Publications
- Published
- 2004-03
- Volume
- 19
- Issue
- 1
- Pages
- 75-86
- ISSN
- 0267-3231 (ISSN-L)
- 1460-3705
- OpenAlex
- W2021652796
- Cited by
- 348
- References
- 19
- Citations by year
- 2026: 15 · 2025: 11 · 2024: 11 · 2023: 8 · 2022: 12 · 2021: 16 · 2020: 8 · 2019: 18 · 2018: 14 · 2017: 26 · 2016: 13 · 2015: 22 · 2014: 20 · 2013: 24 · 2012: 21
- FWCI
- 10.62
- Type
- journal article
- Language
- en
- Open access
- green
- orcid.org
- Locations
- European Journal of Communication (publishedVersion)
- London School of Economics and Political Science Research Online (London School of Economics and Political Science) (submittedVersion)
- Topics
- Social Sciences › Communication › Media and Digital Communication
- Social Sciences › Communication › News Media Framing and Political Communication
- Social Sciences › Communication › Mediatization and Communication for Social Change
- Keywords
- audience research, new media, interactive technologies, peer-to-peer communication, audience theory, media design
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