Media consumption and the contexts of physical culture: Methodological reflections on a 'Third Generation' study of media audiences

Brad Millington, Brian Wilson

Research output: Contribution to journalArticle

20 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)30-53
Number of pages24
JournalSociology of Sport Journal
Volume27
Issue number1
Publication statusPublished - Mar 2010

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