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Critical, agentic and trans-media: Frameworks and findings from a Foresight Analysis Exercise on Audiences

Das, Ranjana and Ytre-Arne, B (2017) Critical, agentic and trans-media: Frameworks and findings from a Foresight Analysis Exercise on Audiences European Journal of Communication, 32 (6). pp. 535-551.

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We write this paper presenting frameworks and findings from an international network on audience research, as we stand 75 years from Herta Herzog’s (1942) classic investigation of radio listeners, published in Lazarsfeld and Stanton’s 1944 war edition of Radio Research. The paper aims to contribute to and advance a rich strand of self-reflexive stocktaking and sorting of future research priorities within the transforming field of audience analysis, by drawing on the collective efforts of CEDAR – Consortium on Emerging Directions in Audience Research - a 14 country network (2015-2018) funded by the Arts and Humanities Research Council, UK, which conducted a foresight analysis exercise on developing current trends and future scenarios for audiences and audience research in the year 2030. First, we wish to present the blueprint of what we did and how we did it – by discussing the questions, contexts and frameworks for our project. We hope this is useful for anyone considering a foresight analysis task, an approach we present as an innovative and rigorous tool for assessing and understanding the future of a field. Second, we present findings from our analysis of pivotal transformations in the field and the future scenarios we constructed for audiences, as media technologies rapidly change with the arrival of the Internet of Things and changes on many levels occur in audience practices. These findings not only make sense of a transformative decade that we have just lived through but they present possibilities for the future, outlining areas for individual and collective intellectual commitment.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Department of Sociology
Authors :
Ytre-Arne, B
Date : 2 November 2017
DOI : 10.1177/0267323117737954
Copyright Disclaimer : This article is distributed under the terms of the Creative Commons Attribution 4.0 License ( which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages (
Depositing User : Melanie Hughes
Date Deposited : 05 Sep 2017 13:13
Last Modified : 16 Jan 2019 18:56

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