Download PDF by Ien Ang: Desperately Seeking the Audience

By Ien Ang

ISBN-10: 020313334X

ISBN-13: 9780203133347

ISBN-10: 041505270X

ISBN-13: 9780415052702

Hundreds of thousands of individuals world wide are avid contributors of the tv viewers. but, regardless of the relevant position tv occupies in modern tradition, our realizing of its advanced and dynamic function in lifestyle continues to be strangely constrained. concentrating on the tv viewers, Ien Ang asks why we comprehend so little approximately its nature, and argues that our lack of knowledge arises without delay out of the biases inherent in winning legit wisdom approximately it. She units out to deconstruct the assumptions of this legit wisdom through exploring the territory the place it's in most cases produced - the tv institutions.Ang attracts on Foucault's conception of power/knowledge to scrutinize television's determined look for the viewers, and to spot variations and similarities within the techniques of yankee advertisement tv and eu public provider tv to their audiences. She appears conscientiously at fresh advancements within the box of scores examine, specifically the arguable creation of the `people meter' as an software for measuring the tv viewers. by means of defining the boundaries and obstacles of those institutional tactics of data creation, Ien Ang opens up new avenues for knowing tv audiences. Her ethnographic standpoint at the tv viewers offers new insights into our tv tradition, with the viewers visible no longer as an item to be managed, yet as an lively social topic, enticing with tv in various cultural and inventive methods.

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Extra resources for Desperately Seeking the Audience

Sample text

Such use of the rhetoric of quantitative justification is a well-known phenomenon in modern complex organizations (Gephart 1988), and suggests that the aura of ‘scientific rationality’ that facts-and-figures knowledge possesses is primarily useful for its rhetorical aptness in institutional practices: more often than not, research is a tool for symbolic politics rather than for rational decision-making. Therefore, research itself does not go uncontested within the institutions. As Gitlin (1983:45) has noted, ‘Valued but scorned, cited but patronized, [the] ambiguous position [of research] represents the culture industry’s uneasy attempt to accommodate its industrial reality’.

No representation of ‘television audience’, empirical or otherwise, gives us direct access to any actual audience. Instead, it evokes ‘fictive’ pictures of ‘audience’, fictive not in the sense of false or untrue, but of fabricated, both made and made up (Clifford 1986). Even our photographic representation of the football audience, apparently such a perfect imprint of empirical reality, only gives us an illusion of objective neutrality. In fact, it actively produces a way of looking at people watching the game as a unified audience, rather than simply reveals it.

Hugh Malcolm (Mal) Beville, writer of the scene, is one of the founding fathers of the American ratings industry and he assures his readers that the scene he has summoned up does not give an exaggerated picture at all. So, ratings are said to dominate the lives of the typical, and obviously typically workaholic, network president. : 187). Ratings are the most conspicuous products of a large-scale enterprise called ‘audience measurement’. C. Nielsen Company is the dominant one in the United States.

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Desperately Seeking the Audience by Ien Ang


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