%0 Journal Article
%T Audience Reception Research in a Post
%A Kim Christian Schr£¿der
%J Television & New Media
%@ 1552-8316
%D 2019
%R 10.1177/1527476418811114
%X Audience reception research was a child of the broadcasting age, emerging strongly as a subdiscipline in media and communication research in the 1980s. Many saw reception research as a cross-fertilizing force theoretically and methodologically, bringing together research traditions from the humanities and the social sciences, and adding a qualitative orientation to the near-hegemonic rule of quantitative methods in audience research. This article discusses the ways in which reception research is reinventing itself in a post-broadcasting age. With sense-making processes as the continued key concern, three transformations are affecting the trajectory of reception research: An empirical shift has occurred from analyzing viewers¡¯ ¡°decoding¡± encounters with media ¡°texts¡± to mapping audience participation in the wider mediascapes of traditional, digital, and social media; a theoretical adoption of, and contributions to, theories of participation and mediatization; and a methodological shift from purely qualitative to a mixed-method research design
%K audiences
%K reception
%K mixed-methods
%K sense-making
%K mediatization
%K post-broadcasting
%U https://journals.sagepub.com/doi/full/10.1177/1527476418811114