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AUDIENCE RESEARCH: INTERPRETATION AND MEDIA USE

Television has been primary focus of audience research because since WWII it has played central role in definition of private sphere in modern society (i.e., family, domesticity, gender relations, consumption, and suburban living)

Research tradition argues people are not passive recipients of message:

Rather, people often filter, interpret, and even challenge messages they see and hear based on their social context, experiences, and beliefs*

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