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media audience

MEDIA AUDIENCES

MA option

Autumn Term 2002

Convenor / tutor:

Thomas Austin: EH room 226; tel x. 2549; email: fcfal office hour: Weds 2.30 - 3.30

seminar: Weds 11:30

Group e-mail address: maudiences@https://www.doczj.com/doc/254226092.html,

INTRODUCTION

This course aims to give you an opportunity to do several things-.

1) to explore and evaluate the broad tradition of critical research into media audiences which has developed over the past two decades, and which has been

based largely in Anglo-American media studies and cultural studies, and has

begun to take root in some areas of film studies.

2) to consider, through an exploration of this tradition, how we should

understand the nature of media texts, and in particular how meanings, uses

(dis)pleasures and responses are produced in the complex interactions between audiences and texts in specific social settings.

3) to have the chance -- and to develop the skills to be able -- to carry out a

small piece of original audience research. The key methods encountered on the course are qualitative: interviews, semi-structured focus group discussions,

open-ended questionnaires, respondents' letters, participant observation, etc.

See more on assessment below.

Due to my own expertise and research interests, the course has a bias towards

work on audiences for film, television and video. I have, however, listed

approaches to a wider range of media audiences in the general reading section below, and you may of course choose to raise for discussion further audience

studies which are not included in this document.

I am keen to take advantage of the fact that you come from a range of different geographical and intellectual backgrounds. My own knowledge is built on British

and American traditions of audience research. It will be interesting and helpful if

we can incorporate important contributions from other traditions wherever

possible.

2

ASSESSMENT

This option follows the pattern of MA courses generally, in asking you to write a

5,000 word paper, with the title / question to be agreed in advance with your

tutor. The deadline for submission is the beginning of the spring term (exact date

to be confirmed.) For information on writing term papers, see the CulCom purple guide.

Anyone planning to use this course as a basis for their dissertation is welcome to undertake an essay or case study which is preparatory for that subsequent work (grounded in the key concerns of the course). Your dissertation may extend and develop ideas you began to consider in a term essay, but it must be substantially

new written work. The responsibility for avoiding substantial overlap is your own. Individual tutorials will be held to discuss your plans towards the end of the term.

And in the week 10 seminar you will each be asked to present a short review of literature which you plan to draw on in your term paper.

TEACHING AND LEARNING

When undertaking reading and preparation for each week's seminar, the

following questions are worth asking, in relation to the purpose, process and mechanics of critical audience research:

= What is the purpose of each piece of research? What questions does it ask?

How do these inflect the way it is designed, carried out, and evaluated?

= What theoretical frameworks are mobilised or interrogated?

= What methods and methodologies are deployed in the research? What suppositions are embodied in the research as a result of this?

= What claims does the research make about the nature of the medium / media

being consumed / used? How do these claims relate to other kinds of claim

about the nature of these media (eg: production histories, industry rhetorics,

textual analyses, audiences' self-reports, etc)?

= What conclusion does the work come to? What are its apparent consequences

and implications, and for whom? What contribution to (whose) knowledge does

the research make?

3

SEMINAR PRESENTATIONS

In most weeks one or two of you will make a presentation (to be allocated in

week one). The purposes of this exercise are:

(i) to apply and / or evaluate the critical studies and theories raised in set reading;

(ii) to initiate a seminar debate on issues based on the week's set topic.

To achieve these aims, you will be asked to combine a presentation based on

your own research and reading, with a number of carefully selected points raised

for your audience to discuss. Note that you can pause to ask questions during

your presentation. Wherever your questions are placed, they should not be

simply tagged on as an afterthought.

You will be expect ed to evaluate and critique the reading you have done; to

illustrate and apply the critical arguments proposed; and to initiate further debate

(you may use video clips, etc, if relevant). In other words, do not simply

regurgitate your reading.

You should provide a handout to illustrate key points of your argument, and

questions for further discussion. Make your presentation audience-friendly by

making eye contact and speaking from brief notes or bullet points, rather than

reading out a closely written text.

Your presentation will be judged according to the following criteria:

* content and understanding; * structure * presentational skills * steps taken to stimulate debate

All seminar members, (not just the presenter(s)) will be expected to critique,

evaluate and test out reading, and to relate it to any 'off-list' reading and

arguments, whenever appropriate.

You will be able to talk with your tutor in advance about preparations for your presentation. For more on seminar topics, see the week-by week guide below.

4

INTRODUCTORY READING

Each of these books offers something different, but all are good points from

which to start thinking about key debates about media audiences, their relations

to media texts, and the contexts in which they encounter them.

* Thomas Austin (2002) Hollywood, Hype and Audiences: Selling and Watching Popular Film in the 1990s (Manchester University Press) - esp. chs 1 and 2

* David Buckingham (1993) (ed.) Reading Audiences: Young People and the

Media (Manchester University Press)

* Shaun Moores (1993) Interpreting Audiences: The Ethnography of Media Consumption (Sage)

GENERAL READING LIST

(1) OVERVIEWS, ANTHOLOGIES, CONSIDERATIONS OF METHOD, ETC:

Pertti Alasuutari (1999) (ed) Rethinking the Media Audience London: Sage

len Ang (1991) Desperately Seeking the Audience, New York, London:

Routledge

Ien Ang (1989) "Wanted. Audiences. On the politics of empirical audience studies", in Ellen Seiter, Hans Borchers, Gabriele Kreutzner and Eva-Maria

Warth, (eds) Remote Control: Television, Audiences and Cultural Power,

London: Routledge

Martin Barker (1998) "Film audience research: making a virtue out of a necessity"

Iris 26

Martin Barker (forthcoming, October 2002) article on reception studies, title tbc,

Scope (https://www.doczj.com/doc/254226092.html,/film/journal/)

Martin Barker and Juian Petley (1997) (2001) (eds) (1st and 2nd eds) Ill Effects:

the Media-Violence Debate London: Routledge

Charlotte Brunsdon (2000) The Feminist, the Housewife, and the Soap Opera

Oxford: Oxford University Press

Will Brooker and Deborah Jermyn (eds) (2002 forthcoming) The Audience

Studies Reader London: Routledge

5

David Buckingham (1993) (ed) Reading Audiences: Young People and the

Media, Manchester: Manchester University Press

John Corner (1991) "Meaning, Genre and Context: The Problematics of 'Public Knowledge' in the New Audience Studies", in James Curran and Michael

Gurevitch (eds) Mass Media and Society, London: Edward Arnold

John Corner (1995) "Media Studies and the 'Knowledge Problem"', Screen 36-.2 (Summer)

John Corner (1 996) "Reappraising Reception-. Aims, Concepts and Methods" in James Curran and Michael Gurevitch (eds) Mass Media and Society, 2nd edition, London: Arnold

John Corner (2000) " 'Influence':The Contested Core of Media Research" in

James Curran and Michael Gurevitch (eds) Mass Media and Society, 3rd edition, London: Arnold

Jon Cruz and Justin Lewis, (1994) (eds) Viewing, Reading, Listening: Audiences

and Cultural Reception, Boulder: Westview Press

John Fiske (1987) "British Cultural Studies and Television", in Robert C. Allen,

(ed.) Channels of Discourse: Television and Contemporary Criticism, Chapel Hill: University of North Carolina Press

John Fiske (1989) "Moments of Television: neither the text nor the audience", in

Ellen Seiter, Hans Borchers, Gabriele Kreutzner and Eva-Maria Warth, (eds)

Remote Control: Television, Audiences and Cultural Power, London: Routledge

Ann Gray (1999) "Audience and reception research in retrospect: the trouble with audiences", in Pertti Alasuutari (ed) Rethinking the Media Audience London:

Sage

Jostein Gripsrud (1998) "Film audiences" in John Hill and Pamela Church Gibson (eds) The Oxford Guide to Film Studies Oxford: Oxford University Press

James Hay, Lawrence Grossberg and Ellen Wartella (1996) (eds) The Audience

and its Landscape Boulder: Westview Press

Simon Hardy (1998) The Author, His Woman and Her Lover: Soft-Core

Pornography and Heterosexual Men London: Cassell

Anders Hansen et al (1998) Mass Communications Research Methods Basingstoke: Macmillan

Joke Hermes (1993) "Media, meaning and everyday life" Cultural Studies 7

6

Matt Hills (2002) Fan Cultures, London: Routledge (see esp. pp. 71-89 on autoethnography; final chapter on internet research into fandom)

Ina Rae Hark (2001) (ed) Exhibition: The Film Reader London: Routledge

Steve Jones (1999) (ed) Doing Internet Research: Critical Issues and Methods

for Examining the Net London: Sage

Jenny Kitzinger (1999) "A sociology of media power, key issues in audience

reception research" in Greg Philo (ed) Message Received: Glasgow Media

Group Research 1993-1998 Harlow: Longman

Barbara Klinger (1988) "In Retrospect: Film Studies Today" Yale Journal of

Criticism 2: 1

Barbara Klinger (1989) "Digressions at the cinema: reception and mass culture", Cinema Journal 28:4

Barbara Klinger (1997) "Film history terminable and interminable: discovering the

past in reception studies" Screen 38:2

Sonia Livingstone (1998) "Audience Research at the Crossroads", European

Journal of Cultural Studies 1:2

Shaun Moores (1993) Interpreting Audiences: The Ethnography of Media Consumption London: Sage

David L. Morgan (1988) Focus Groups as Qualitative Research London: Sage

David Morley (1989) "Changing Paradigms in Audience Studies", in Ellen Seiter,

Hans Borchers, Gabriele Kreutzner and Eva-Maria Warth (eds) Remote Control: Television, Audiences and Cultural Power, London: Routledge

David Morley (1 992) Television, Audiences and Cultural Studies London-.

Routiedge

Greg Philo (1999) (ed) Message Received: Glasgow Media Group Research

1993-1998 Harlow: Longman

Janice Radway (1988) "Reception Study: Ethnography and the problems of

dispersed audiences and nomadic subjects", Cultural Studies, 2:3.

Kim Christian Schroder (1994) "Audience semiotics, interpretive communities

and the 'ethnographic turn' in media research" Media Culture and Society, 16:2.

7

Ellen Seiter, Hans Borchers, Gabriele Kreutzner and Eva-Maria Warth (1989)

(eds) Remote Control: Television, Audiences and Cultural Power, London:

Routledge

Beverley Skeggs (1995) (ed) Feminist Cultural Theory: Process and Production Manchester: Manchester University Press

Janet Staiger (1986) "The Handmaiden of Villainy: Methods and Problems in

Studying the Historical Reception of Film", Wide Angle, 8:1

Janet Staiger (1 992) Interpreting Films: Studies in the Historical Reception of American Cinema, Princeton: Princeton University Press

Janet Staiger (1993) "Taboos and Totems: Cultural Meanings of The Silence of

the Lambs', in Jim Collins, Hilary Radner and Ava Preacher Collins, (eds) Film

Theory Goes to the Movies, New York: Routledge (also rpt. in the following)

Janet Staiger (2000) Perverse Spectators: The Practices of Film Reception New

York and London: New York University Press

Janet Staiger and Martin Barker (2000) "Traces of Interpretations: Janet Staiger

and Martin Barker in Conversation" Framework online at

https://www.doczj.com/doc/254226092.html,/42ismb. Htm

Melvyn Stokes and Richard Maltby (eds) (1999) American Movie Audiences:

From the Turn of the Century to the Early Sound Era London: BFI

Melvyn Stokes and Richard Maltby (eds) (1999) Identifying Hollywood's

Audiences: Cultural Identity and the Movies London: BFI

Melvyn Stokes and Richard Maltby (eds) (2001) Hollywood Spectatorship:

Changing Perceptions of Cinema Audiences London: BFI

8

(2) SPECIFIC AUDIENCE AND RECEPTION STUDIES

Roger Aden et al (1995) “ ‘Dreams Are Born on Places Like This’: The Process of Interpretive Community Formation at the Field of Dreams Site”, Communication Quarterly 43:4 (Fall)

len Ang (1985) Watching 'Dallas': Soap opera and the Melodramatic Imagination

New York: Methuen

Bruce Austin (1989) Immediate Seating: A Look at Movie Audiences Belmont: Wadsworth

Thomas Austin (1999) " 'Desperate to see it" straight men watching Basic

Instinct", in Melvyn Stokes and Richard Maltby (eds) Identifying Hollywood's Audiences: Cultural Identity and the Movies London: BFI

Thomas Austin (2002) Hollywood, Hype and Audiences: Selling and Watching

Popular Film in the 1990s (Manchester: Manchester University Press)

Camille Bacon-Smith and Tyrone Yarborough (1991) "Batman: The

ethnography",in Roberta Pearson and Uricchio (eds) The Many Lives of the

Batman: Critical Approaches to a Superhero and His Media London: BFI

Martin Barker (1997) "Taking the extreme case : understanding a fascist fan of

Judge Dredd", in Deborah Cartmell, I Q Hunter and Imelda Whelehan (eds)

Trash Aesthetics: Popular Culture and its Audience London: Pluto Press

Martin Barker and Kate Brooks (1998) Knowing Audiences: Judge Dredd, Its

Friends, Fans and Foes Luton: University of Luton Press

Martin Barker, Jane Arthurs and Ramaswami Harindranath (2002) The Crash Controversy: Censorship Campaigns and Film Reception London: Wallflower

Press

Jacqueline Bobo (1995) Black Women as Cultural Readers New York: Columbia University Press

Sarah Bragg (2001) “Perverse and Improper Pedagogies: The Case of Freddy’s Fingers and Russell’s Head”, The Velvet Light Trap 48:3 (Fall)

David Buckingham (1993) Children Talking Television Brighton: Falmer Press

David Buckingham (1996) Moving Images: Understanding Children's Emotional Reactions to Television Manchester: Manchester University Press

9

David Buckingham (1987) Public Secrets.- Eastenders and its Audience London:

BFI

Daniel Cavicchi (1998) Tramps Like Us: Music and Meaning among Springsteen

Fans New York and Oxford: Oxford University Press

Brigid Cherry (1999) "Refusing to refuse to look: female viewers of the horror

film', in Melvyn Stokes and Richard Maltby (eds) Identifying Hollywood's

Audiences: Cultural Identity and the Movies London: BFI

Maire Messenger Davies and Roberta Pearson (January 2003 forthcoming)

“Stardom and Distinction: Patrick Stewart and Arthur Miller: A study of theatre

and film audiences in New York City”, in Thomas Austin and Martin Barker (eds) Contemporary Hollywood Stardom London: Arnold

Una Dinsmore-Tuli (2000) "The pleasures of 'home cinema', or watching movies

on telly: an audience study of cinephiliac VCR use" Screen 41:3 (Autumn)

Una Dinsmore (1998) "Chaos, order and plastic boxes," in Christine Geraghty

and David Lusted (eds) The Television Studies Book London: Arnold

David Docherty, David Morrison and Michael Tracey (1987) The Last Picture

Show? Britain's Changing Film Audiences London, British Film Institute

Cynthia Erb (1998) Tracking King Kong : a Hollywood icon in world culture

Detroit: Wayne State University Press

John Fiske (1990) "Ethnosemiotics: some personal and theoretical reflections", Cultural Studies 4:1

John Gabriel (1996) "What do you do when minority means you? Falling Down

and the construction of whiteness", Screen 37:2

David Gauntlet and Annette Hill (1999) TV Living London: Routledge

Marie Gillespie (1995) Television, Ethnicity and Cultural Change London:

Routledge

Ann Gray (1987) "Behind Closed Doors: video recorders in the home", in Helen

Baehr and Gillian Dyer (eds) Boxed In: Women and Television, London: Pandora

Ann Gray (1992) Video Playtime: the Gendering of a Leisure Technology

London: Routledge

Jostein Gripsrud (1995) The Dynasty Years: Hollywood Television and Critical

Media Studies London: Routledge

10

Sue Harper and Vincent Porter (1996) "Moved to Tears: weeping in the cinema in postwar Britain", Screen 37:2 (Summer)

Leo Handel (1950) Hollywood Looks at Its Audience: A Report of Film Audience Research Urbana: University of Illinois Press

Tim Healey and Karen Ross (2002) ‘Growing old invisibly: older viewers talk television’, Media Culture and Society 24

Joke Hermes (1995) Reading Women's Magazines Cambridge: Polity Press

Annette Hill (1995) Shocking Entertainment London: John Libbey Media

Dorothy Hobson (1982) Crossroads: Drama of a Soap Opera London: Methuen

Robert Hodge and David Tripp (1986) Children and Television: A Semiotic

Approach Cambridge: Polity Press

Ian Huffer (January 2003 forthcoming) ‘What interest does a fat Stallone have for

an action fan?’: Male film audiences and the structuring of stardom”, in Thomas

Austin and Martin Barker (eds) Contemporary Hollywood Stardom London:

Arnold

Peter Jackson, Kate Brooks and Nick Stevenson (1999) "Making sense of men's lifestyle magazines" Society and Space 17

Mark Jancovich and Lucy Faire, with Sarah Stubbings (January 2003

forthcoming) The Place of the Audience: Cultural Geographies of Film

Consumption London: BFI

Henry Jenkins (1992) Textual Poachers: Television Fans and Participatory

Cultures London: Routledge

Henry Jenkins (2002) "Coming Up: Ambushed on Donaghue" (counters claimed

effects on video game users) available at https://www.doczj.com/doc/254226092.html,

Garth Jowett, I.C. Jarvie and K. Fuller (1996) Children and the Movies: Media Influence and the Payne Fund Controversy Cambridge: Cambridge University

Press

Journal of Popular British Cinema (1999) vol. 2 (themed edition on audiences

and reception)

Russell King and Nancy Wood (2001) (eds) Media and migration :constructions

of mobility and difference London: Routledge

11

Barbara Klinger (1994) Melodrama and Meaning: History, Culture and the Films

of Douglas Sirk Bloomington: Indiana University Press

Annette Kuhn (1995) Family Secrets: Acts of Memory and Imagination London:

Verso

Joanne Lacey (January 2003 forthcoming) ‘A Galaxy of Stars to Guarantee Ratings’: Made-for-Television Movies and the Female Star System”, in Thomas

Austin and Martin Barker (eds) Contemporary Hollywood Stardom London:

Arnold

Tamar Liebes and Elihu Katz (1993) The Export of Meaning: Cross-cultural

Readings of Dallas Cambridge: Polity Press

Anne Massey and Mike Hammond (1999) " 'It was true! How can you laugh?'

History and memory in the reception of Titanic in Britain and Southampton", in

Kevin S. Sandier and Gaylyn Studlar (eds) Titanic: Anatomy of a Blockbuster

New Brunswick, NJ: Rutgers University Press

David Morley (1986) Family Television: Cultural Power and Domestic Leisure London: Comedia

David Morley (1980) The 'Nationwide' Audience: Structure and Decoding

London: British Film Institute

Melanie Nash (1999) " ‘Beavis is just Confused’: Ideologies, Intertexts,

Audiences", The Velvet Light Trap 43:1 (Spring)

Andrea Press (1991) Women Watching Television Philadelphia: University of Pennsylvania Press

Janice Radway, (1984) Reading the Romance: Women, Patriarchy, and Popular Literature Chapel Hill: University of North Carolina

Janice Radway, (1994)"Romance and the Work of Fantasy: Struggles Over

Feminine Sexuality and Subjectivity at Century's End", in Jon Cruz and Justin

Lewis (eds) Viewing, Reading, Listening: Audiences and Cultural Reception

Boulder: Westview Press

Jeffrey Richards and Dorothy Sheridan (1 987) (eds) Mass Observation at the

Movies London: RKP

Philip Schlesinger, R. Emerson Dobash, Russell P Dobash and C. Kay Weaver (1992) Women Viewing Violence London: British Film Institute

12

Ellen Seiter (1999) Television and New Media Audiences Oxford: Oxford

University Press

Eric Smoodin (1996) "'This business of America": fan mail, film reception and

Meet John Doe', Screen 37:2

Lakshmi Srinivas (2002) ‘The active audience: spectatorship, social relations and

the experience of cinema in India’, Media Culture and Society 24

Jackie Stacey (1994) Star Gazing: Hollywood Cinema and Female Spectatorship London: Routledge

Larry Nathan Strelitz (2002) ‘Media consumption and identity formation: the case

of “homeland” viewers’ Media Culture and Society 24

Helen Taylor (1989) Scarlett's Women: Gone With The Wind and its Female

Fans London: Virago

John Tulloch and Henry Jenkins (1995) Science Fiction Audiences: Watching

Doctor Who and Star Trek London: Routledge

Valerie Walkerdine (1986) "Video replay: families, films and fantasy", in V.

Burgin, J. Donald and C. Kaplan, (eds) Formations of Fantasy, London: Methuen

Linda Williams (2000) 'Discipline and fun: Psycho and postmodern cinema', in Christine Geraghty and Linda Williams (eds) in Reinventing Film Studies London: Arnold

? The Mass Observation archive, housed at the university library, contains a range of social history material dating back to 1937, including recent

information on cinema and television, based on two directives issued in the

last four years. It is available online at:

https://www.doczj.com/doc/254226092.html,/library/massobs/

? See also a range of periodicals in the library, plus film and media related websites such as:

Framework = https://www.doczj.com/doc/254226092.html,/

Intensities: The Journal of Cult Media = www.cu https://www.doczj.com/doc/254226092.html,

Scope = https://www.doczj.com/doc/254226092.html,/film/journal/

13

THE COURSE WEEK BY WEEK

Week 1: Introduction:

In this introductory session we shall consider the question: why study media audiences?

I will also be asking you about your previous encounters with audience studies, whether sponsored by the academy, industry or policy-making bodies.

Week 2: Cultural Studies: The encoding / decoding model:

This week we focus on Stuart Hall's influential model of the encoding and

decoding of media texts. We examine (1) the application of the model in David

Morley's work on viewers of the British television programme Nationwide; and (2)

how Hall's paradigm has been debated and critiqued by a range of

commentators, including Hall himself. What are the purposes, implications and

uses of the model? Do you agree with any of the criticisms made of it?

Reading:

* Stuart Hall (1973, 1980) "Encoding/ Decoding", in Stuart Hall, Dorothy Hobson, Andrew Lowe, and Paul Willis, (eds) Culture, Media Language: Working Papers

in Cultural Studies, 1972-79, London: Hutchinson; also in Simon During (1993)

(ed) The Cultural Studies Reader London and New York: Routledge

* Stuart Hall (1994) "Reflections upon the Encoding/Decoding Model-. An

Interview with Stuart Hall", in Jon Cruz and Justin Lewis (eds) Viewing, Reading, Listening: Audiences and Cultural Reception, Boulder: Westview Press

* Mark Jancovich (1992) David Morley, "The Nationwide Studies", in Martin

Barker and Anne Beezer (eds) Reading into Cultural Studies London and New

York: Routledge

* Shaun Moores (1993) Interpreting Audiences: The Ethnography of Media Consumption London: Sage, ch 2

David Morley (1980) The 'Nationwide' Audience: Structure and Decoding,

London: British Film Institute (esp. ch 4, afterword, chs 5,6)

David Morley (1981) "The 'Nationwide' Audience: A Critical Postscript", Screen Education, 39 (Summer) (rpt as ch 4 in the following)

David Morley (1992) Television, Audiences and Cultural Studies, London:

Routledge (esp. ch 1, 3, 4, 8)

14

Janet Staiger (1992) Interpreting Films: Studies in the Historical Reception of American Cinema, Princeton: Princeton University Press, ch 3

Week 3: Film Studies - from 'the spectator' to audiences

This session considers the gradual and rather halting move towards audience research made within some areas of film studies during the 1980s and 1990s. Several overviews of this shift -- which was influenced by the tradition of

audience research developed within British cultural studies since 1980 -- are

listed below. To provide a common focus for our investigation, please also read

the different approaches to the erotic thriller Basic Instinct developed by Julianne Pidduck and by myself.

What are the purposes and methods of each inquiry? What assumptions

underpin, and what implications derive from, each argument? What key differences, and possible points of connection, emerge from the two accounts?

Set viewing: Basic Instinct (video available to borrow from EH 145)

Reading:

* Thomas Austin (2002) Hollywood, Hype and Audiences: Selling and Watching Popular Film in the 1990s Manchester: Manchester University Press, ch 3

* Barbara Klinger (1988) "In Retrospect: Film Studies Today" Yale Journal of

Criticism 2: 1

Shaun Moores (1993) Interpreting Audiences: The Ethnography of Media Consumption London: Sage, ch 2

Laura Mulvey (1975) "Visual Pleasure and Narrative Cinema" Screen 16:3,

reprinted in various collections, including Mulvey, Visual and Other Pleasures;

Rosen (1986) (ed) Narrative/ Apparatus/ Ideology; Hollows, Hutchings and

Jancovich (2000) (eds) The Film Studies Reader

* Julianne Pidduck (1995) "The 1990s Hollywood Fatal Femme: (Dis)figuring feminism, family, irony, violence" Cineaste 38

* Jackie Stacey (1994) Star Gazing: Hollywood Cinema and Female

Spectatorship London: Routledge, esp. ch 2

Jackie Stacey (1993) "Textual obsessions: methodology, history and researching female spectatorship" Screen 34.-3 (Autumn)

15

Week 4: Audiences and Identity 1: Videos, gender, class, and taste:

The statement that media users will differ in their responses to any given media

form or text has become a banal truism of audience studies. As len Ang has suggested, a cultural studies approach to audiences needs to go one step further

and to "be oriented toward a detailed understanding of how and why varieties in experience occur".

This week (and in subsequent sessions) we consider some important ways of approaching the patterning of such "significant' differences -- via notions of social identity such as class, gender, sexuality, and taste.

Set viewing: Rocky II (video available to borrow from EH 145)

Reading:

John Fiske and Robert Dawson (1996) "Audiencing violence: watching homeless

men watch Die Hard', in James Hay, Lawrence Grossberg and Ellen Wartella

(eds) The Audience and its Landscape Boulder: Westview Press

* Ann Gray (1987) "Behind Closed Doors: video recorders in the home", in Helen

Baehr and Gillian Dyer, eds., Boxed In: Women and Television,

London: Pandora

* Ann Gray (1992) Video Playtime: the Gendering of a Leisure Technology,

London: Routledge

* Valerie Walkerdine (1986) "Video replay: families, films and fantasy', in V.

Burgin, J. Donald and C. Kaplan, (eds) Formations of Fantasy London: Methuen.

Week 5: Audiences and Identity 2:

Gender and sexuality and / in media consumption:

Liesbet van Zoonen, among others, has argued that an epistemological dilemma confronts any assumption that gender (or other facets of social identity, such as sexuality) is an a priori characteristic that fully precedes the moment of media consumption. How might this insight productively inform / problematise investigations of the significance of gender in media use?

Reading:

* len Ang and Joke Hermes (1991) "Gender and / in Media Consumption", in

James Curran and Michael Gurevitch (eds) Mass Media and Society, London:

Edward Arnold

16

Thomas Austin (2002) Hollywood, Hype and Audiences: Selling and Watching

Popular Film in the 1990s (Manchester University Press) - chapter 3

Ann Gray (1987) "Behind Closed Doors: video recorders in the home", in Helen

Baehr and Gillian Dyer (eds) Boxed In: Women and Television, London: Pandora

Ann Gray (1992) Video Playtime: the Gendering of a Leisure Technology,

London: Routledge

Tamsin Wilton (1995) On not being Lady Macbeth: some (troubled) thoughts on lesbian spectatorship" in Tamsin Wilton (ed) lmmortal Invisible: Lesbians and the Moving Image, London: Routledge

* Linda Williams (2000) 'Discipline and fun: Psycho and postmodern cinema', in Christine Geraghty and Linda Williams (eds) in Reinventing Film Studies London: Arnold

* Liesbet van Zoonen (1994) Feminist Media Studies, London: Sage, esp. ch 7, 8

Dolf Zillman and James B Weaver III (1996) "Gender socialization theory of

reactions to horror", in James B Weaver III and Ron Tamborini (eds) Horror

Films: Current Research on Audience Preferences and Reactions Mahwah

NJ: Lawrence Eribaum Associates

Week 6: "Audiencing":

Research methods and the discursive construction of audiences

Just as media users and consumers may partially construct, perform or project elements of social identity through their choices of, and reactions to, media forms

and texts, they may also construct identities via the research scenario itself. Furthermore, the research process may be seen to 'produce' aspects of the

audience it claims to find. The readings below offer a number of perspectives on

the call for self-reflexivity in audience research.

Reading:

len Ang (1989) "Wanted. Audiences. On the politics of empirical audience studies", in Ellen Seiter, Hans Borchers, Gabriele Kreutzner and Eva-Maria

Warth, (eds) Remote Control: Television, Audiences and Cultural Power,

London: Routledge

Ien Ang (1985) Watching 'Dallas': Soap Opera and the Melodramatic Imagination

New York: Methuen, 1985

17

David Buckingham (1993) "Boys' talk: television and the policing of masculinity,"

in Buckingham (ed) Reading Audiences: Young People and the Media,

Manchester: Manchester University Press

David Buckingham (1991) "What are words worth? Interpreting children's talk

about televisi o n", Cultural Studies, 5:2 (May)

John Corner (1995) "Media Studies and the 'Knowledge Problem"', Screen 36:2 (Summer)

Ellen Seiter (1990) "Making Distinctions in TV Audience Research: Case Study of

a Troubling Interview", Cultural Studies, 4:1 (January)

Jackie Stacey (1994) " Hollywood Memories", Screen, 35:4 (Winter)

Jackie Stacey (1994) Star Gazing: Hollywood Cinema and Female Spectatorship London: Routiedge, ch 3

Liz Stanley (1995) "Women have servants and men never never eat: issues in

reading gender, using the case study of Mass-Observation's 1937 day diaries"

Women's History Review 4:1

Week 7: Reading week

Week 8: "Everyday life":

If people encounter and consume the media as an 'ensemble' of overlapping and

often contingent experiences, how can this complexity be adequately

conceptualised and addressed in audience research? Should researchers switch

from investigating audience-text relations towards ethnographies of the rhythms

and patterns of 'everyday life'? Is this question itself problematic?

Reading:

* Herman Bausinger (1984) "Media, technology and daily life", Media, Culture, Society, 6:4 (October)

John Corner (1991) "Meaning, Genre and Context: The Problematics of 'Public Knowledge' in the New Audience Studies", in James Curran and Michael

Gurevitch (eds) Mass Media and Society, London: Edward Arnold

Kirsten Drotner (1994) "Ethnographic enigmas: the 'everyday' in recent media studies" Cultural Studies 8

18

David Gauntlet and Annette Hill (1 999) TV Living London: Routledge

Joke Hermes (1 993) "Media, meaning and everyday life" Cultural Studies 7

Kim Christian Schroder (1994) "Audience semiotics, interpretive communities

and the 'ethnographic turn' in media research" Media Culture and Society, 16:2.

* Janice Radway, (1988) "Reception Study: Ethnography and the problems of dispersed audiences and nomadic subjects", Cultural Studies, 2:3.

Week 9: Fans: a special case?

From being denigrated as dysfunctional and antisocial, fans have been

recuperated in several recent studies as 'v anguard' audiences, characterised as

active and creative. In part, the burgeoning interest in fandom has taken place

within a larger critical shift towards popular culture as a 'legitimate' object of

study. But it also raises important questions about how to define audience

'activity', and where this attention to fans leaves 'non-fan' audiences.

Reading:

* Martin Barker (1993) "The Bill Clinton fan syndrome [review of Jenkins and

Lewis] Media, Culture and Society 15

Una Dinsmore-Tuli (2000) "The pleasures of 'home cinema', or watching movies

on telly: an audience study of cinephiliac VCR use" Screen 41:3 (Autumn)

Una Dinsmore (1998) "Chaos, order and plastic boxes," in Christine Geraghty

and David Lusted (eds) The Television Studies Book London: Arnold

John Fiske (I 992) "The Cultural Economy of Fandom" in Lisa Lewis (ed) The

Adoring Audience London: Routledge

Jostein Gripsrud (1989) "'High Culture' Revisited", Cultural Studies, 3:2

Matt Hills (2002) Fan Cultures London: Routledge

* Henry Jenkins (1992) Textual Poachers: television fans and participatory

culture New York: Routledge

* Joli Jensen (1992) "Fandom as pathology: the consequences of characterization" in Lisa Lewis (ed) The Adoring Audience London: Routledge

Virginia Nightingale (1996) Studying Audiences: The Shock of the Real London: Routledge

19

Week 10: Presentations:

You will each be asked to give a short presentation, based on a review of

relevant critical literature undertaken as preliminary research for your term paper.

20

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