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Testing boundaries in the context of encountering horror representations have long been of interest to cultural studies scholars. There have been rich cultural accounts of how audiences negotiate with what is frightening or disgusting on screen (Hill, 2005) not just in general but also in what concerns specific social groups as well (e.g. children, Buckingham, 2000). Horror, disgust and the emotion of fear have not been examined in the Greek context so far and it is our aim to attempt a first investigation of how certain groups of viewers engage with the horror genre. We draw upon the argument that fear from encountering horror is a socially based emotion through which people do not just test their own boundaries but also their boundaries within a group of peers (Hill, 2005). Given that women are stereotypically thought to be more afraid than men, we are particularly interested to see how women aged between 20 and 35 in Greece engage with fear or disgust in the mainstreamed context of the horror offered by American Horror Story. We are particularly interested in the ways they perceive horror but also deadly women or female villains. Our interest in this particular series lies not only in its popularity across the world but also because of its nature as a representative series of the horror genre and because all different narratives it offers are mostly based on female characters primarily as villains. Also, as a text available across different cultures, it could probably allow us to engage with cross-cultural research in the future. Therefore we wish to conduct an online survey with women aged 20–35 in Greece, followed by focus groups with women of the same age group in an attempt to provide both a mapping and a further investigation of the topic.

The purpose of this paper is to forward an extension of reception analysis as a way to incorporate and give insight to social media mediations and big data in a qualitative marketing perspective. We propose a research method that focuses on discursive developments in consumer debates for example on YouTube – a large-scale open-access social media platform – as opposed to the closed and tightknit communities investigated by netnography.

Online reception analysis

Using a combination of qualitative and quantitative methods, we find that big data can enrich online reception analyses by showing new aspects of weak tie online networks and consumers meaning making.

The potential of online reception analysis is to encompass a discursive perspective on consumer interactions on large-scale open-access social media and to be able to analyze socialities that do not represent shared cultures but are more representative of transitory everyday interactions.

Our method contributes to the current focus to define levels of analysis beyond research centered on individuals and individual interactions within groups to investigate other larger socialities. Further, our method also contributes by incorporating and investigating the mediatization of interaction that social media contributes with and therefore our methods actively work with the possibilities of social media. Hence, by extending the advances made by netnography into online spaces, online reception analysis can potentially inform the current status of big data research with a sociocultural methodological perspective.

The purpose of this paper is to contribute to understandings of how documents are experienced by looking to work in reception studies for methodological examples. Based on a review of research from literary studies, communication studies and museum studies, it identifies existing approaches and challenges. Specifically, it draws attention to problems cited in relation to small-scale user studies and suggests an alternative approach that focusses on how infrastructures influence experience.

This paper presents data collected from over a year of ethnographic work at a cultural archive and exhibition space and analyses the implications of infrastructural features such as institutional organization, database structures and the organization of physical space for making available certain modes of reception.

This research suggests that infrastructure provides a useful perspective on how experiences of documents are influenced by larger systems.

This research was conducted to explore the implications of an alternative research methodology. Based on the ethnographic study presented, it suggests that this approach produces results that warrant further work. However, as it is intended only to be a test case, its scope is limited, and future research following the approach discussed here should more fully engage with specific findings in relation to the experience of documents.

This paper presents an alternative approach to studying the experience of documents that responds to limitations in previous work. The research presented suggests that infrastructures can reveal ways that the experience is shared across contexts, shifting discussions from individuals and objects to technical systems, institutions and social structures.

The purpose of this paper is to elaborate on John B. Thompson's “tripartite approach” for the analysis of mass media communication, highlighting how this methodological framework can help address some of the shortcomings apparent in extant studies on accounting which purport to analyse accounting “texts”.

By way of example, the paper develops a critique of an existing study in accounting that adopts a “textually‐oriented” approach to discourse analysis by Gallhofer, Haslam and Roper. This study, which is informed by Fairclough's version of critical discourse analysis (CDA), undertakes an analysis of the letters of submission of two business lobby groups regarding proposed takeovers legislation in New Zealand. A two‐stage strategy is developed: first, to review the extant literature which is critical of CDA, and second, to consider whether these criticisms apply to Gallhofer et al. Whilst acknowledging that Gallhofer et al.'s (2001) study is perhaps one of the more comprehensive in the accounting literature, the critique developed in the present paper nevertheless highlights a number of limitations. Based upon this critique, an alternative framework is proposed which allows for a more comprehensive analysis of accounting texts.

The critique of Gallhofer et al.'s study highlights what is arguably an overemphasis on the internal characteristics of text: this is referred to by Thompson as the “fallacy of internalism”. In other words, Gallhofer et al. draw inferences regarding the production of the letters of submission from the texts themselves, and make implicit assumptions about the likely effects of these texts without undertaking any formal analysis of their production or reception, or without paying sufficient attention to the social and historical context of their production or reception.

Drawing on Thompson's theory of mass communication and his explication of the hermeneutical conditions of social‐historical enquiry, the paper outlines a range of theoretical considerations which are pertinent to researchers interested in studying accounting texts. Moreover, building on these theoretical considerations, the paper delineates a coherent and flexible methodological framework, which, it is hoped, may guide accounting researchers in this area.

In focusing on the changing dynamics of education governance, this chapter draws on a few key concepts of policy borrowing research, notably the focus on reception and translation of global education policy, and sheds light on the temporal and spatial dimensions of policy transfer. It is not sufficient to simply acknowledge that one and the same global education policies means something different to different actors in different contexts. In addition, to providing a “thick description” of why global education policies are received and how they are translated, a specific strand of policy borrowing research – well represented in this edited volume – examines the global/local nexus and acknowledges that local actors are positioned simultaneously in two spaces: in their own (cultural/local) context and in a broader transnational “educational space.” From a systems theory perspective, the broader educational space is Umwelt (environment) and therefore local actors interact at critical moments with the broader educational space. The policy bilingualism (or in the work of Tavis Jules, the “policy trilingualism” when the local, regional, and global is taken into the account) is a result of policy actors operating simultaneously in two spaces that are populated with two different audiences: local and global actors. The example of bonus payments in Kyrgyzstan, a local adaptation of global teacher accountability reform, is used to explain how the method of comparison is used as an analytical tool to understand the global/local nexus in the policy process.

Purpose – To discuss the history and relevance of audience research as it pertains to sport and physical culture and to demonstrate an approach to doing audience research.

Design/methodology/approach – A step-by-step overview of a study conducted by the authors is provided. The study examined ways that groups of young males in a Vancouver, Canada, high school interpreted images of masculinity in popular media, and ways these same youth performed masculinity in physical education classes. We reflect on how studying interpretations (using focus groups) and lived experiences (using participant observation and in-depth interviews) in an integrated fashion was helpful for understanding the role of media in the everyday lives of these youth. We also describe how the hegemony concept guided our data interpretation.

Findings – We highlight how, on the one hand, the young males were critical of media portrayals of hegemonic forms of masculinity and, on the other hand, how these same males attempted to conform to norms associated with hegemonic masculinity in physical education classes. We emphasise that our multi-method approach was essential in allowing us to detect the incongruity between youth ‘interpretations’ and ‘performances’.

Research limitations/implications – Limitations of audience research are discussed, and the epistemological underpinnings of our study are highlighted.

Originality/value – The need for audience research in physical cultural studies is emphasised. We suggest that researchers too often make claims about media impacts without actually talking to audiences, or looking at what audiences ‘do’ with information they glean from media.

Participatory research approaches often involve visual methods. However, when it comes to data analysis, the opportunities and challenges of participatory visual methods remain underexplored. A focus on the process of data collection, rather than the data itself, may lead to the omission of a formal analysis stage. In action-orientated research, analysis is often discussion-based and undocumented. As a result, the intended ‘meaning’ behind visual data may not be explicitly communicated to audiences. This chapter explores the ethical considerations of sharing raw visual data. It considers the significance of inter-textual meanings in the digital age, where pathways to accessing that data are highly individualised, and consequently constructed meanings may radically diverge from intended meanings. It also suggests how participatory research facilitators can minimise radical divergence between intention and interpretation.

The purpose of this paper is to provide a theoretical framework of external accounting communication in the form of a typology based on perspectives, traditions, and theories from the discipline of communication studies. The focus is accounting communication with external audiences via public written documents outside the audited financial statements, i.e., annual reports, press releases, CSR reports, websites, conference calls, etc.

The theoretical framework is based on two broad research perspectives on accounting communication: (A) a functionalist-behavioural transmission perspective and (B) a symbolic-interpretive narrative perspective. Eight traditions of communication research are introduced which provide alternative ways of conceptualising accounting communication, namely (1) mathematical tradition, (2) socio-psychological tradition, (3) cybernetic/systems-oriented tradition, (4) semiotic tradition, (5) rhetorical tradition, (6) phenomenological tradition, (7) socio-cultural tradition, and (8) critical tradition. Exemplars of each tradition from prior accounting research, to the extent they have been adopted, are discussed. Finally, a typology is developed, which serves as a heuristic device for viewing similarities and differences between research traditions.

Prior accounting studies predominantly focus on the role of discretionary disclosures in accounting communication in the functioning of the relationship between organisations and their audiences. Research is predominantly located in the mathematical, the socio-psychological, and the cybernetic/systems-oriented tradition. Accounting communication is primarily viewed as the transmission of messages about financial, environmental, and social information to external audiences. Prior research is mainly concerned with the communicator (e.g. CEO personality) and the message (e.g. intentions and effects of accounting communication). Research from alternative traditions is encouraged, which explores how organisations and their audiences engage in a dialogue and interactively create, sustain, and manage meaning concerning accounting and accountability issues.

The paper identifies, organises, and synthesises research perspectives, traditions, and associated theories from the communication studies literature in the form of a typology. The paper concludes with an extensive agenda for future research on accounting communication.