Q. Audience research is one of the major traditions which is called? (June 2023 UGC NET)
1. Socio-cultural tradition
2. Impressionist tradition
3. Citatianism tradition
4. Imitationist tradition
Correct Ans: (1)
Explanation: Audience research, particularly in the context of media studies, is often conducted within the socio-cultural tradition. This tradition focuses on understanding media audiences within their broader social and cultural contexts, examining how factors such as demographics, cultural norms, values, and social structures influence media consumption patterns, preferences, and effects. Socio-cultural research approaches seek to explore the complex interactions between media and society, shedding light on how media messages are interpreted, negotiated, and integrated into individuals’ lives within specific cultural and social frameworks.
