The Television Audience:

TLDR

The study reexamines common media concepts such as active, social, contextual, and critical audience engagement by analyzing viewer discussions of the drama‑documentary *Who Bombed Birmingham* to assess how viewers negotiate meanings, rely on social group membership, external knowledge, and reflexivity. The authors conducted twelve focus‑group discussions—split into interest and non‑interest categories—following viewing of the drama‑documentary to gather data on audience interpretation.

Abstract

This paper addresses recent debates concerning the conceptualization of the television audience and the viewing context. It re-examines concepts that have acquired `commonsense' status within media studies, for example, `active', `social', `context' and `critical'. These concepts are discussed in relation to illustrative extracts from audience discussions of the drama-documentary, Who Bombed Birmingham? Twelve group discussions were carried out following presentation of the drama-documentary with the groups categorized as `interest' and `non-interest'. Attention is given first, to whether viewers actively negotiate meanings and how their readings are informed by their social group memberships and second, to the way in which viewers draw upon knowledge sources external to the text. Finally, consideration is given to the extent to which it can be said that viewers' reflexivity constitutes `critical' readings.