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Cited by 349Media and Digital CommunicationNews Media Framing and Political CommunicationMediatization and Communication for Social Change

The DOI matches its Crossref record; 19 of the 19 references it cites were found in a registry or an index.

The Challenge of Changing Audiences: Or, What is the Audience Researcher to Do in the Age of the Internet?

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Livingstone, Sonia·2004·European Journal of Communication
DOI 10.1177/0267323104040695
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Abstract

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 Does this mean that the concept of the audience is obsolete?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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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
DOI
10.1177/0267323104040695
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
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
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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