ABSTRACT
In the face of the rapid changes in the media environment, ‘innovators’ are often associated with pioneers. Innovations will not emerge unless we acknowledge that old trails lead us nowhere and familiar concepts fail to inform our attempts to solve uncertainties over the future. An alternative strategy suggested here proposes a self-reflexive analysis on how the ‘audience’ has been understood in newsrooms and media organisations on the one hand and within academic audience research on the other.
