Originally published in 1991, this introduction to studying the
television audience discusses developments in semiology and
cultural studies and their contribution to our understanding of the
power of television. How, in the most precise and intricate sense,
does television influence the way we think about the world? What
ideological role does it play in contemporary culture? Does TV
control us or do we control it? This insightful book assesses the
progress in responding to these questions and offers some answers
of its own. In the 1980s, with the emergence of semiology and
cultural studies in particular, there were a number of significant
theoretical developments in our understanding of television's power
of which this book provides an overview while also incorporating
traditional approaches. It suggests that television influences us
ambiguously and unpredictably, depending upon who we are and how we
think. Ambiguity does not blunt television's power, it simply
diversifies it into a very modern kind of omnipotence. Employing
two major qualitative audience studies, this impressive study
illustrates its argument with findings that are both unexpected and
disturbing.
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