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The Social Use of Media


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Table of Contents

Introduction - Helena Bilandzic, Geoff Roy Patriarche and Paul J. Traudt PART I: AUDIENCE ACTIVITY AND INTERACTIVITY Chapter 1: Mode of Action Perspective to Engagements with Social Media: Articulating Activities on the Public Platforms of Wikipedia and YouTube - Seija Ridell Chapter 2: At the Crossroads of Hermeneutic Philosophy and Reception Studies: Understanding Patterns of Cross-Media Consumption - Tereza Pavlickova Chapter 3: Cultivated Performances: What Cultivation Analysis Says about Media, Binge Drinking and Gender - Andy Ruddock Chapter 4: Motivations to Participate in an Online Violent Gaming Community: Uses and Gratifi cations in an Ethnographic Approach - Maria T. Soto-Sanfiel PART II: MEDIA USE AS SOCIAL AND CULTURAL PRACTICE Chapter 5: Imagined Communities of Television Viewers: Reception Research on National and Ethnic Minority Audiences - Alexander Dhoest Chapter 6: Exploring Media Ethnography: Pop Songs, Text Messages and Lessons in a British School - Caroline Dover Chapter 7: Film Audiences in Perspective: The Social Practices of Cinema-Going - Philippe Meers and Daniel Biltereyst Chapter 8: Talking Recipients: An Integrative Model of Socio-Emotional Meta-Appraisal (SEMA) in Conversations about Media Content - Katrin Doeveling and Denise Sommer Chapter 9: Parasocial Relationships: Current Directions in Theory and Method - David Giles PART III: CULTURAL, POLITICAL AND TECHNOLOGICAL PARTICIPATION Chapter 10: From Semiotic Resistance to Civic Agency: Viewing Citizenship through the Lens of Reception Research 1973-2010 - Kim Christian Schroder Chapter 11: For and against Participation: A Hermeneutical Approach to Participation in the Media - Lars Nyre and Brian O'Neill Chapter 12: Using the Domestication Approach for the Analysis of Diff usion and Participation Processes of New Media - Corinna Peil and Jutta Roeser Chapter 13: Creating, Sharing, Interacting: Fandom in the Age of Digital Convergence and Globalized Television - Melanie Bourdaa and Seok-Kyeong Hong-Mercier Conclusion: Exciting Moments in Audience Research: Past, Present and Future - Sonia Livingstone

About the Author

Helena Bilandzic is a professor of communication research at the University of Augsburg; her research interests include narrative experience and persuasion, cultivation, media use, and methodology. Geoffroy Patriarche is a professor at the Facultes universitaires Saint-Louis, Brussels, his current research interests include mobile communications, mediated citizen participation, and audience theory.. Paul J. Traudt is a professor of media studies at the University of Nevada, Las Vegas. His research and teaching interests include audience reception theory, research methods. global media. and video criticism.


It aptly covers the diversity in contemporary audience research, gathering contributions on various types of media practices, drawing upon multi-disciplinary frames and insights, both on the theoretical and empirical level. As such, a thought-provoking balance between new-fangled topics and historical reflections are united and adequately addressed. Hence, it is a recommended reading for all of us who intend to keep a finger on the pulse of audience research. -- Cedric Courtois, International Journal of Digital Television

An exemplary study of the approach to audience studies.

-- Ana Jorge, MedieKultur

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