Comments on some recent debates in audience studies. Argues that much active audience theory is in fact premised on a heavily negotiated reading (if not a misreading) of some of the earlier work that is often invoked as its theoretical basis. (SR)

Discusses developments in the field of mass communications over the last 10 years. Suggests that old polarities have been finally transcended or deconstructed and that a new set of questions is emerging which concern a range of particular issues and processes rather than generalities expressed in terms of the now untenable categories of viewer,…