5Consumer Practices Viewing Screens

A Hermeneutic Perspective on Constructing Identities


In this fifth chapter, we consider the interpretive employment of media equipment—the screen, with its customarily unreflected upon tacit types of understanding-in-use. Reference to the study of television as ‘non-media-centric’ in recent literature signals authorial primary emphasis on the embodied practice of its deployment (how it is viewed) in understanding, constructing identities for audience as well as content. Following the chapters on marketing and psychological perceptions of consumer hermeneutic disclosure, discussion here first reviews some earlier studies of televisual consuming as audience practices producing identities. Engaged in ...

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