Download or read book Rethinking the Media Audience written by Pertti Alasuutari and published by SAGE Publications Limited. This book was released on 1999-10-19 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Rethinking the Media Audience' is an investigation of whether existing models of media reception and audience ethnography can account for contemporary participation and ubiquitous engagement in media culture.