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The active audience and wrong turns in media studies: rescuing media power

Miller, David and Philo, G. (2001) The active audience and wrong turns in media studies: rescuing media power. Soundscapes, 4 (2011). ISSN 1567-7745

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Abstract

In the field of media and cultural studies many researchers have stopped looking for media effects. Instead, they have become obsessed by audience interpretations of 'texts'. On discovering that people have different views about the world, they mistakenly advance the thesis that texts have no fixed meanings and reject concepts such as media power and influence. In this essay, an extract from their recent book Market Killing. What the free market does and what social scientists can do about it (London: Longman, 2001), Greg Philo and David Miller criticise this work on audiences and cultural consumption which they think is poor in methods and conceptualisation.