ABSTRACT
This chapter offers a reflection on the value of dialogue across media industries and academia in enhancing understanding of audience engagement and disengagement with screen culture. The Media Experiences project conducted production and audience research on a range of television content. The project used multi-method and multi-site research where each television series was treated as a fit-for-purpose study. The idea of an analytic dialogue across production and audience studies came about through discussing the value of qualitative audience research. The notion of a dialogue has been addressed in public service media and public engagement. Public service media are adapting to contemporary media eco-systems by rethinking production practices and audience engagement. The type of research exemplified by an analytic dialogue across creative production and cultures of viewing aims to make an intervention in media industries so that we open up the language of engagement to include socio-cultural as well as economic values.
