The Routledge Companion to Media Audiences (Routledge Media and Cultural Studies Companions)

The Routledge Companion to Media Audiences captures the ways in which audiences and audience researchers are adapting to emerging social, cultural, market, technical and environmental conditions. Bringing together 40 original essays, this anthology explores how our constantly changing encounters with media are complex, contradictory and increasingly commercialized in the modern world. Each specially commissioned chapter by both early-career and experienced international scholars surveys new conceptualizations and constitutions of audiences, and assesses key issues, themes and developments within the field. As such, this companion cements itself as an indispensable guide for students and researchers who seek a comprehensive overview and source of inspiration for a diverse range of topics in media audiences. The Routledge Companion to Media Audiences is an accessible, landmark tool which enhances our understanding of how media is utilized through advanced empirical research and methodological enquiry. It is a must-read for media studies, communication studies, cultural studies, humanities and social science scholars and students. Cover Half Title Endorsement Page Title Page Copyright Page Table of Contents Notes on the Contributors Preface Introduction to Companion to Media Audiences Introduction Audience Research: A Brief Introduction Key Themes of the Companion to Media Audiences Audience Layering Audience Friction Seven Parts of the Companion to Media Audiences References Part I: Audience Theories and Approaches Introduction – Audience Theories and Approaches References Chapter 1: Constituting the Techno-Normal: The Practices of Everyday Media Consumption Introduction: Questions and Premises Futurologies of the Past: Newness and Presentism in History From the Dominant Ideology Thesis to Non-Media-Centrism Anthropological Perspectives and The Technologies of Everyday Life Cultural Geography: Provincialising EurAm-centric Presumptions The COVID-19 Pandemic as Solvent of Presumptions Contextualist Perspectives—Against Media/Techno Centrism Technologies of Citizenship: Visible and Invisible Infrastructures Notes References Chapter 2: Mediations, Popular Cultures, and Cartographies: Contemporary Audiences in Latin America Introduction From Media to Mediations (Trans)national Popular Cultures in Latin America Algorithmic Cultures: From Power Relations to Popular Appropriations From the Popular to the Populist Towards New Cartographies Notes References Chapter 3: Media Audiences as Explorers of Interpretant Signs and Vulnerable Frames Signs, Frames and a Vexed Question: Active or Passive Media Audiences? The Semiotic Backwoodsman Meets the Explorer of Vulnerable Frames A Canonical Semiological Perspective on Media Audience Research On Becoming Signs to Engage in a Conversation with a Universe Suffused with Signs What’s in a Frame That By-any-another-name Would Not Be the Same Experience? Communication Conduct in a YouTube Channel: The Audience of the Web Series Tiranos Temblad Framing as the Immediate Interpretant of Media Audiences Notes References Chapter 4: How Universalised Language Misconstrues Audiences in the “Middle East” Contradictions in Terms Voice, Agency and Accountability Audience Measurement, Advertising and Media Markets Public Opinion Research and Surveys Conclusion Note References Chapter 5: De-Westernizing Fan Studies in the Era of Globalization and Digitization Introduction Three Waves of (Western) Fan Studies: A Critical Review National Fan Cultures Outside the Anglo-American Orbit Global Fandoms of Non-Western Popular Culture Non-Normative Fans of Anglophone Popular Culture Conclusions References Chapter 6: Media-Ready Feminism, Everyday Sexism and Audience Reception: Negotiating the Entanglements of Polysemic Televisual Texts Defining Everyday Sexism and the Context of Media-Ready Feminism Defining the Entanglements of Media-Ready Feminism Media-Ready Feminism in the Woke Moment Methodology: Game of Thrones and House of the Dragon Reception Audience Negotiations with Media-Ready Feminism in House of the Dragon: Feminism, Power, and the Women of Westeros Feminist Resistance and Audience Reception in House of the Dragon: History, Natural Violence, and Constraints on Women’s Power Conclusion: How Has Reception Changed in the New Context of Media-Ready Feminism? Notes References Chapter 7: From Media Audiences to Everyday Cultures and From Signifying Practice to Practical Sense First Move: From Media Audiences to Everyday Cultures Bridge Between First and Second Moves Second Move: From Signifying Practice to Practical Sense Closing Remarks: Meaning and Power in Daily Living Notes References Part II: Audience Imaginaries Introduction – Audience Imaginaries Media Organisations’ Audience Imaginaries Media Scholars’ Audience Imaginaries Conclusion References Chapter 8: Broadening the Imagined Audience: The Case of “Gamers” Introduction Understanding Audience(s) Theoretical Framework: Imagined Audiences Building the Imagined Gamer Legacies of the Imagined Gamer Past Attempts to Broaden the Audience Overturning the Imagined “Gamer” The Role of Game Studies in Reimagining Players Conclusions References Chapter 9: Platformisation and Personalisation: The Making of “Contingent” Online Audiences Figuring Audience Imaginaries The Platformisation of Digital Culture Platform-based Personalisation: Distributing Attentional Resources BookTok The Making of Contingent Online Audiences Conclusion: Figuring Audience Imaginaries Notes References Chapter 10: Imagining Audiences as Media Users: Audience Research’s Role as an Imagining Institution When Silicon Valley Imagines the Audience: Web 2.0 and the Rise of the “Media User” The Origins of the “User” The User at the Service of Silicon Valley Enter The User: Competing Imaginaries of People in Relation with Media Media Repertoires as a Layered Imaginary of Media Audiences/Users Imagining Media Audiences as Media Users: Opportunities and Risks Keeping the Audience Alive Grounding the User Theoretically Conclusion: Imagining Audiences Without Fears References Chapter 11: Relationship Status of Journalists with Their Audiences on Social Media: It’s Complicated Introduction Digital disruption: When a third “person” enters into a relationship Communities and audiences on Twitter: The case of Croatia Platform appropriation and the excluded audience Engagement with young audiences on Facebook: The case of the BBC’s People Fixing the World The BBC: The influence of algorithms on journalists’ audience imaginings Navigating social media audiences: Between platform appropriation and platform dependency Discussion: What will happen to the audiences of journalism? Notes References Chapter 12: Allies or Antagonists?: Reconciling Engaged Journalism’s Imagined Audiences Introduction Journalism’s Imagined Audience The Promise of Engaged Journalism The Reality of Dark Participation Reconciling Two Opposing Imagined Audiences A False Binary: An Agnostic Majority Conclusion References Chapter 13: When TV Shows Get More Inclusive, Yet Audiences More Divided: How to Study Fan and Anti-Fan Communities Online Introduction TV Audience Studies and The Key Contribution of Fandom Research Case Study: the Rings of Power “Controversy” Methodology Findings Reacting to Rings of Power Negatively Fans’ Contributions to Online Debates The Dark Side of Rings of Power Fandom Conclusion Note References Part III: Audience Modes Introduction – Audience Modes: A Granular Approach References Chapter 14: Transmedia (Anti-Storytelling) Audiences Transmedia Storytelling Transmedia Anti-Storytelling Everywhere We Look, We See Hashtags Audience Engagement with Transmedia Anti-Storytelling Transmedia Sociotechnical Mobilisations and Hashtivism The Moral of the (Anti)Story References Chapter 15: Virtual (Idol) Audiences: Canon, Fanon, and Multivocality in Vocaloid Cultures Vocaloids and Virtual Audiences Multivocality Through Canon and Fanon Multivocal Virtual Audiences Conclusion Notes References Chapter 16: Immersive Audiences: Dreaming of Living in Media Introduction A Note on Method What Dreams Are They Living and How? Why the Dreamworld? Who Are the Immersive Audiences? Discussion: What Kind of Immersion? Notes References Chapter 17: Streaming Audiences: Deconstruction of Fashion Gender Stereotypes Through the Imitation of TV Series Outfits Why Clothing? Why TikTok Sample Construction and Methodology of Analysis Video Construction: Tiktokers’ Audio and Video Skills Clothes, Performances, and Rhetorical Register When Fashion Seems More Important Than the Series: “Fashion Style” Videos Clothes As Forms of Identity Expression Conclusions Notes References Chapter 18: Reactive Audiences: Carnal Videos Introduction The Landscape of Carnal Videos Multi-sensoriality of Mukbang The Generic Aesthetics of Mukbang Affective Economy of Mukbang Reaction Videos Inter/mediation of Re/action Attention Economy of Reaction Videos The Power Structure of Control and Capture Around Carnal Videos Conclusion Note References Chapter 19: Bored Audiences: Zoned In and Out Introduction Engines of Boredom? Pandemic Gaming Interludes and Binges Media Zones Note References Part IV: Audience Engagement and Experiences Introduction – Audience Engagement and Experiences References Chapter 20: Tracking Engagement in Documentary Viewing: A Critical Retrospect Study 1. A Fair Day’s Fiddle: Documentary Optics and Social Judgement Study 2. Nuclear Reactions: Public Themes in a Comparative Frame Taming the Dragon Energy: The Nuclear Option From Our Own Correspondent Concluding Comments Acknowledgement References Chapter 21: When Does Documentary Cut Through?: The Challenge of Tracing Documentary’s Social and Political Impact through Audience Research Introduction The Shifting Socio-political Orientations of Documentary and the Perspectives of Documentary Research Three Broad Dynamics and Routes for Future Research How do Audiences Encounter Documentary Content? How do Social-material Contexts Shape Practices of Viewing? How do Audiences Make Sense of Documentary Content? Filmography Notes References Chapter 22: Playing the Audience Card “Once More Unto” ... the Pornography Debate What the Australian Audience Needs... What We Really Need... Acknowledgement Notes References Chapter 23: Rethinking Transmedia Audiences What Does it Mean to be a Transmedia Audience? Rethinking Agency: Plurality of Choice Rethinking Space: Plurality of Media Spaces Rethinking Access: Who Gets to (Not) be a Transmedia Audience? Rethinking Change: The Limits of Newness Conclusion References Chapter 24: Social Movements and the Self-mediation of Vulnerability on Digital Media Introduction Vulnerability, Grievances, and the Positionality of Audiences The Modalities of Audience Engagement The Consequences of Audience Engagement The Intensity of Audience Engagement and the Temporality of Digital Media From Burnout and Compassion Fatigue to an Enhanced Sense of Efficacy Conclusion Note References Part V: Audiences, Affect and Identities Introduction – Affect and Identity: A Cultural Studies Perspective on Audience Research From Identity to Affect Return to Audience Research as a Political Project References Chapter 25: ‘I Know What You Mean’ Contingency and Contextualisation: Subjects, Technology and Affect in Everyday Practice Exploring Television and Its Audience Getting to the Heart of the Matter Speaking the Self and Active Listening: Figuring the Researcher Where Do We Speak From? Telling Stories Precarious Identities and Self-Reflection Feeling Bad – The Gendering of the VCR Emotional Territory Concluding Thoughts Notes References Chapter 26: Unwanted Audienceship, Audience Resilience: A Case Study of the MIRROR Incident in Hong Kong Unwanted Audienceship, Audience Resilience About MIRROR Gloria: Downward Comparison Marion: Us Authentication Kate: Back to the Basics Coda References Chapter 27: Black Audiences, Brand Voices, and Affective Communities Introduction: Situating Black Audiences Theoretical Framework: Black Audiences, Media, and Popular Culture Black Vernaculars, Media Marketing, and Speaking to/with Black Audiences The “Vibe” of Disney and “Gen-Z Slang” Black British Media, Audiences, and Black to Front Conclusion References Chapter 28: What’s Labour Got to Do with It?: Getting (Back) To Class and Culture in Audience Research Audience Labour – A Brief History Is It Exploitation? And Does It Matter? Audiences, Users, Labourers... Cultural Production Audience Affects and Class Example One: Wrestling with Hierarchies of Visibility Example Two: Opposing Platform Affordances Conclusion Notes References Chapter 29: Intimate Orientations: People’s Everyday Engagements with Digital Media Understanding Engaging with Digital Media as Participation Platform Capitalism and the End of Participation Engaging with Engagement Dependency and the Loss of Human Autonomy Affective Experiences as Para-Narratives References Part VI: Audience Places and Environments Introduction – Audience Places and Environments Reference Chapter 30: Affective Infrastructuring as a Survival Mechanism: Unhoused Media Users and Their Media Introduction The Material Dimitri: Gaming Konrad: Headphoning Giovanni: Affective Infrastructuring Affective Infrastructuring? Exit Notes References Chapter 31: Geometries of Power and Latin American Feminist Audiences Introduction How to Understand Feminist Audiences in Latin America Scales of the Geometries of Power: Colonialism and Patriarchy Three Hashtags that Illustrate Feminist Demands Methodology: Sorting out Feminist Discourse in YouTube Modes and Positions of Media Engagement in Latin American Feminism Algorithmic Resistance: The Legal Abortion Movement Appropriation of Vernacular Language With Anti-systemic Purposes: Feminist Youtubers Replacement of the Political Meaning of Discourse: Simulated Feminism Conclusions Note References Chapter 32: Neuroqueering Audience Research The Neurodiversity Paradigm Media Studies and Neurodiversity Neuroqueering Audiences Neurodivergent Audiences and Live Environments Conclusion References Chapter 33: Slow Reality TV and Chinese Audiences Introduction Situating Audiences, Affect and Text in Context Chinese Slow Reality TV Interview Method Audiences, Affect and Mood Work Affective Pressure and Promise Conclusion Notes References Chapter 34: The Felt Experience of Atmosphere: Implications for Audience Research Introduction Böhme on Atmospheric Architecture Schmitz: phenomenology Staging Atmosphere Adoptions of Böhme’s ideas in media studies Experience and atmosphere in media events and liveness Conclusions Note References Part VII: Methodologies for the Study of Media Audiences Introduction – Methodologies for the Study of Media Audiences A Brief History of Audience Research Methodologies Introducing the Chapters that Follow Conclusion References Chapter 35: Rethinking the Methodologies of Media Effects: Introducing Quantitative Criticalism Introduction: The War of the Worlds. Mass Communication’s ‘Original Sin’ War of the Worlds and Early Research Into Media Effects Media Audiences and The Turn to Cultivation Analysis Shifting Understandings in Knowledge Production Quantitative Criticalism: Culture and Context in Cultivation and Other Quantitative Media Audience Research From the Conceptual to the Procedural Conclusions References Chapter 36: Audience Research in a Cross-Cultural Framework: When Lofty Ideals Collide with Complicated Realities Introduction Cross-Cultural Audience Research in Perspective A Varied Area of Research Methods and Methodological Limitations—Some Influential Examples Comparing Large Samples Across Cultures Interviews, Focus Groups and Ethnographic Methods A Case Study of Young People and News in Three Countries Project Design Adapting Methods to Fit a Messy Reality When Things Go Wrong—Conducting Audience Research in Times of Crises Concluding Thoughts References Chapter 37: Interviewing as Building Situated Platform Knowledge: A Reflection on Interviews With Transnational Women Content Creators Introduction What is Situated Platform Knowledge? Reconceptualizing Interviews to Build Situated Platform Knowledge The Case Studies Situated Algorithms: Jenny’s Interviews With Transnational Korean Women Content Creators Situated Self-Expression: Anna’s Interviews With Non-Korean Women Content Creators Living in Korea Conclusion References Chapter 38: Digital Bayanihan as Method: Rethinking the Audience–Producer Relationship in Influencer Cultures Introduction Rethinking the Producer–Audience Relationship Contours of Digital bayanihan: Ontological and Epistemological Underpinnings Relational and Cooperative Nature of Production and Consumption in the Context of Precarity Postcolonial Aspirations as Anchor for Cooperative Relations Moral Economy of Influence Construction Boundaries and Paradoxes of Cooperation Summary and Closing References Chapter 39: Youth Participatory Action Research: Methods and the Study of Audiences Introduction YPAR and Critical Ethnography Our Media-Rich Participatory Action Research Projects Negotiating Researcher Roles and Responsibilities Negotiating Scholarly Expectations Negotiating The Centering of Youth Voice in Research Bringing YPAR Into Dialog with Audience Studies Informing Scholarly as Well as Policy Agendas Placing Audience Research in Dialog with Critiques of How Academic Research Participates in Data Colonialism Conclusion References Chapter 40: Integrating Autoethnography and Interviewing for Researching Child and Parent Audiences in Turkey Introduction Authoethnography and Audience Research Reflexivity and The Audiences of Academic Research Interviewing and Active Parental Co-Viewing as Complementary Methodologies Pathways Into Translation and The Producer-Academic Integrating Autoethnography and Interviewing Conclusion Notes References Index