Using a unique combination of cultural studies research,
neo-pragmatist philosophy, and psychoanalytic theory, the author
sheds light on the formation of a social identity and the important
role that mass media play in this process. Case studies covering a
range of media and communities provide a model for developing a
truly explanatory as well as descriptive account of self-media
interaction that bridges the two opposing sides of the media
audience debate and provides a significant new dimension to notions
of 'passive' and 'active' media audiences.
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