Page 91 - Living Room WarsDesprately Seeking the Audience Rethinking Media Audiences for a Postmodern World
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Revolt of the viewer? The elusive audience 79
audience measurement is. The truth constructed by ratings discourse is built on
quicksand: it delivers knowledge that is both politically and epistemologically precarious.
In the meantime, the unstreamlined, contradictory, complex and dynamic practices and
experiences that shape the social world of actual audiences will remain beyond the
institutional considerations of an industry in transition, too busy to recapture control.
