Rethinking Ideology: Polysemy, Pleasure and Hegemony in Television Culture

Luis Rivera-Perez

18 citations0/0 files storedJournal of Communication Inquiry

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Media Studies and Communication Media and Digital Communication Cultural, Social, and Media Studies

Abstract

By the mid-1980s, the active audience theory had led to the reconceptualization of the nature of mass communication and popular cul-ture. Television was, in particular, regarded as a cultural resource rather than a tool for ideological domination (Saenz 1992, 37). The new ap-

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1992Postmodernism, or, The Cultural Logic of Late Capitalism 2007Outline of a Theory of Practice 1978Marxism and Literature 20063.2. MARXISM AND LITERATURE 1973Marxism and the philosophy of language 2007The Work of Art in the Age of Mechanical Reproduction 1974Television: Technology and Cultural Form 2006Understanding Popular Culture

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