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Reception Analysis Verbal Central Central Less central Mainly Humanist Almost never Seldom As a rule As a rule Seldom As a rule Sometimes As a rule As a rule

Cultural Studies Verbal Central Less central Less central Humanist Almost never Seldom Often As a rule Seldom As a rule Seldom Often As a rule

Research Tradition Literary Criticism Verbal Central Peripheral Less central Humanist Seldom Seldom Seldom As a rule Seldom As a rule Almost never Sometimes As a rule

MAIN CHARACTERISTICS OF FIVE AUDIENCE RESEARCH TRADITIONS
Uses and Gratifications Semi-formalized Less central Central Central Social science Seldom As a rule Sometimes Seldom As a rule Sometimes As a rule As a rule Sometimes

Effects Research Semi-formalized Less central Central Less central Social science Often Often Sometimes Seldom As a rule Seldom As a rule As a rule Sometimes

TABLE 5.1 Type of Theory Focus of Theory: Message Audience Social System Type of Methodology Approaches Experimental Survey In-depth Interview Message Analysis T echniques of Analysis Statistical Interpretive Modes of Presentation Numerical,Tabular Verbal, Analytical Verbal, Narrative