Media Consumption and the Contexts of Physical Culture: Methodological Reflections on a “Third Generation” Study of Media Audiences

In this paper we argue that sport media research would be enhanced by: (a) engagement with the audience research tradition, including “third generation” audience studies that emphasize relationships between viewer interpretations of media and everyday social practices; and (b) the adoption of multimethod research approaches that are sensitive to contradictions and complexities that exist in media consumption. To support this argument, we reflect on the benefits of a multimethod research design used in a recent audience study conducted by the authors on youth interpretations of media and performances of masculinity in physical education (Millington illuminating social hierarchies; and revealing lived contradictions. We conclude with reflections on epistemological issues and suggestions for future audience projects.