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- Title
Media Consumption and the Contexts of Physical Culture: Methodological Reflections on a "Third Generation" Study of Media Audiences.
- Authors
Millington, Brad; Wilson, Brian
- Abstract
In this paper we argue that sport media research would be enhanced by: (a) engagement with the audience research tradition, including "third generation" audience studies that emphasize relationships between viewer interpretations of media and everyday social practices; and (b) the adoption of multimethod research approaches that are sensitive to contradictions and complexities that exist in media consumption. To support this argument, we reflect on the benefits of a multimethod research design used in a recent audience study conducted by the authors on youth interpretations of media and performances of masculinity in physical education (Millington & Wilson, in press). These benefits include: enriching researcher understandings of social/cultural contexts; illuminating social hierarchies; and revealing lived contradictions. We conclude with reflections on epistemological issues and suggestions for future audience projects.
- Subjects
PHYSICAL education research; MASS media use; PHYSICAL education for youth; MASS media &; sports; MASS media research methodology; MARKETING
- Publication
Sociology of Sport Journal, 2010, Vol 27, Issue 1, p30
- ISSN
0741-1235
- Publication type
Article
- DOI
10.1123/ssj.27.1.30