Television and Audience Activity: The Problem of the Television/Viewer Nexus in Audience Research

Abstract

It is argued that an approach to the study of the tele vision/viewer nexus is required which focuses on the social activity of audiences. Approaches to the study of audiences within the traditions of 'Uses and Gratifications' research and 'Cultural Studies' are critically examined and argued not to provide the required focus. It is suggested that a reorientation of audience research towards the problem of activity can draw on resources from ethnomethodology to contest the image of the television/viewer nexus as a privileged 'place'. The possi bilities for reoriented research are illustrated through brief discussions of 'positioning', 'evaluation' and 'entitlement'.