The third line of inquiry focuses on the ways we can study popular culture in everyday life. My work is grounded in the notion of the transforming audience. Audiences are changing, as the lines between media consumers and producers blur. Furthermore, reception practices take place in transforming contexts: the conventional living room is no longer the dominant space of reception.
These changing practices ask for new methods, yet the ‘old’ methods are hardly redundant. In this project I reflect on the data collected in my other projects. Furthermore, I conduct literature reviews, such as review of the uses of focus groups in communication research.