Hinton, Perry (2007) “The cultural context of media interpretation” in Handbook of Intercultural Communication (eds.) Helga Kotthoff & Helen Spencer-Oatey: 323-339. Berlin: Walter de Gruyter & Co.

Introduction

The research in ‘audience reception’, for example, examines a more complex relationship of the audience with the programme – as an integrated element within their everyday lives – encompassing their culture and what it means to them within the discourse of their everyday lives. (Alasuutari 1999) – 323

2. Media effects

3. Audience interpretation

It is possible that the audience in one country may thoroughly enjoy the programme from another country for different reasons, such as the exotic ‘otherness’ of it, compared to those of the audience in the original country, which may be reflecting their everyday concerns. – 329

4. Concluding comments