Uncover the active role of viewers in shaping media culture with this seminal work on audience reception. Moving beyond passive consumption, this insightful analysis redefines television audiences as dynamic social subjects. Explore the intricate interplay between media and society, gaining a deeper understanding of how viewers actively engage with and interpret content. Essential reading for students and professionals in media studies, communication, and cultural analysis in India. It’s a cornerstone for anyone seeking to comprehend contemporary media’s impact.