(Routledge: Taylor & Francis Group, 2008-03) Rehberg Sedo, DeNel
This article is a result of a transnational comparison of two broadcast book programs' influence on readers' book choices. Online surveys and focus group interviews in Canada and the UK illustrate active audience participation in the converged era of print books, the internet, television and radio. The analysis examines readers' negotiation of book choices through uses and gratifications theory as informed by a cultural critique of the programs themselves. Readers simultaneously respond to and create a hierarchy of cultural tastes that are bound up in the cultural assumptions that they have about the different media.