A RULES APPROACH TO THE STUDY OF TELEVISION AND SOCIETY

A rule-based theoretical framework is presented as an alternative to scientific laws or purely interpretive approaches for examination of the activities undertaken by television audiences. Communication rules, which explains human actions in terms of its pragmatic and normative rather than causal features, is productively applied to the study of audience activity at two levels—the family and the larger society. Habitual, parametric, and tactical rule types are defined and described in relation to basic mass communication processes. Television-related interpersonal activities in the home are shown to be rule-governed while audience members and sources of media programming at the societal level are revealed to engage in rule-based interaction that perpetuates selected ideologies and their accompanying lifestyle models. Communication rules is proposed as a viable approach for resolving fundamental problems in mass communication theory building, including the “effects” vs. “uses” argument regarding direction of influence, and conceptual and methodological differences that have often polarized media critics and empiricists.

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