ABSTRACT
IN his essay, Jensen focuses on one of the central questions in contemporary media studies. He is concerned with the role of media “audiences” in creating, modifying, constructing, or reconstructing (depending on one’s prior assumptions) meaning from and within mass-mediated communication. He not only frames his problem in terms of the shift in media studies to conceptions of active audiences, by now a commonly accepted notion across various approaches to the study of mass communication, but asks us to consider appropriate levels of analysis within audience studies.
