ABSTRACT
In the last 15 years or so, scholarship on media audiences has moved away from studies of direct engagement with texts towards a consideration of the multiple articulations with media in everyday life. As I have suggested, “We cannot really isolate the role of media in culture, because the media are firmly anchored into the web of culture, although articulated by individuals in different ways”.1 Studies of reception of texts and genres are still important; as Curran writes, we should resist the tendency to paint the changes in audience studies as some kind of grand narrative in which each new approach is “better” than the previous one.2
