ABSTRACT
This chapter deals with media use and media reception; the respective research field is usually called audience and reception studies. This rather vague description of the field was heavily challenged by the advent of interactive media and online communication, which lead to substantial skepticism about the concepts of “audience,” “media reception,” and “recipients.” The phrase “the people formerly known as the audience” (Rosen, 2006) indicates the conceptual uncertainty of the field. Nevertheless the field of media use and reception can still be identified by referring to some research areas, which are perceived as the core of this field (see Figure 24.1).
