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Audience conceptualizations of Late Night with David Letterman were examined through a two‐step process that included a mail survey and focus group interviews. Letterman fans associated the program with a wide range of activities and viewer interactions that occurred during and after viewing. Focus group participants indicated that competent viewers interpret the program as a sophisticated parody of conventional television talk. These results reinforce the notion of an active audience that interprets television texts according to genre‐derived meanings.
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Schaefer et al. (1993) studied this question.
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