CITATION AND COPYRIGHT INFORMATION:
Cite as: Spirek, M., Dervin, B., Nilan, M., & Martin, M. (1999). Bridging gaps between audience and media: A Sense-Making comparison of reader information needs in life-facing versus newspaper reading contexts. The Electronic Journal of Communication [On-line serial] 9 (2, 3, & 4).
© The Electronic Journal of Communication (1999).

ABSTRACT:
This article presents a comparison of two approaches to conceptualizing the media-audience relationship in audience research: audience-inside-the-media versus audience-inside-life-as-it-is-lived. Two Sense-Making studies of audience leisure time information needs and seeking success were conducted: one focusing on audience needs in actual life situations; the other on needs while reading newspaper coverage. As predicted, differences were highly significant between the two conditions. Discussion proposes that conceptualizations of the audience are a major contributor to gaps between media and audiences, between media practitioners and researchers, and between media practices today versus those required in a cyberspaced future. Recommendations are offered for media practices from both studies. Sense-Making Methodology is proposed as a useful alternative approach to media audience research.

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OTHER MATERIALS BY THESE AUTHORS ON THIS WEB SITE:
For Spirek,
See: http://communication.sbs.ohio-state.edu/sense-making/AAauthors/authorlistspirek.html
For Dervin,
See: http://communication.sbs.ohio-state.edu/sense-making/AAauthors/authorlistdervin.html
For Nilan,
See: http://communication.sbs.ohio-state.edu/sense-making/AAauthors/authorlistnilan.html
For Martin,
See: http://communication.sbs.ohio-state.edu/sense-making/AAauthors/authorlistmartin.html