Qualitative audience research: Toward an integrative approach to reception

Recent research about the mass communication audience suggests that a combination of textual and social science approaches to reception should be adopted. This essay analyzes earlier work in the area and describes a theoretical and methodological framework for further empirical studies. Special attention is given to the explanatory value of qualitative research. The social and cultural implications of the reception process are discussed with particular reference to television. Finally, the essay discusses the applications of qualitative reception data in research and their wider social relevance.