The Interpretive Turn in Media Research Innovation, Iteration, or Illusion?

The turn toward interpretive media research is often said to portend a break with various media research traditions, including uses and gratifications and social‐structural approaches. A comparison of interpretivism with these approaches suggests two things: First, interpretivism's distinctiveness from earlier work is not always entirely clear. In particular, a comparison of interpretivism with gratifica‐tionism in terms of underlying philosophical premises and technique of discovery reveals continuity rather than rupture between the two approaches. Second, an analysis of the challenges that interpretivism poses to preceding traditions (particularly social‐deter minist positions) suggests that these challenges may be illusory. Particular attention is given to the concept of interpretive community, issues of dominance and resistance in relation to media content and reception, and scholarly‐political objectives in theory construction.