Introduction: Revitalising Audience Research: Innovations in European Audience Research Frauke Zeller, Cristina Ponte, and Brian O’Neill Part I: Methodological Revitalisation and Innovation 1. Lost in Transition? Conducting a Hybrid Ethnography ‘In’ and ‘Out’ Second Life Katleen Gabriels and Joke Bauwens 2. ‘If You Asked Me...’ Exploring Autoethnography as a Means to Critically Assess and Advance Audience Research Alexander Dhoest 3. Expanding the Reach of the Interview in Audience and Reception Research: The Performative and Participatory Models of Interview David Mathieu and Maria José Brites 4. Software Studies and the New Audiencehood of the Digital Ecology Craig Hight 5. Emergent Group Identity Construal in Online Discussions: A Linguistic Perspective Barbara Lewandowska-Tomaszczyk 6. Using Linguistic Ethnography to Study Techno Eliteness of Social Media Audiences Joke Beyl and Yuwei Lin 7. Exploring Landscapes of News Consumption Cross-Nationally: The Use of Q Methodology to Fuse Quantitative and Qualitative Approaches for Increased Explanatory Power in Comparative Research Cédric Courtois, Kim Christian Schrøder, and Christian Kobbernagel Part 2: New Fields of Research, New Challenges 8. From the Womb to the Tomb: Conceptual Similarities in Studying the Youngest and the Oldest of Audiences Dafna Lemish and Galit Nimrod 9. Grey Zones: Audience Research, Moral Evaluations and Online Risk Negotiation Ingunn Hagen and Ana Jorge 10. Using and Not Using Social Media: What Triggers Young People’s SNS Practices? Christine W. Trültzsch-Wijnen, Sascha Trültzsch-Wijnen and Andra Siibak 11. Audiences as Socio-Technical Actors: The ‘Styles’ of SNS Users Piermarco Aroldi and Nicoletta Vittadini 12. The Intermediality of Cross-Media Audiences: The Case of Digital Television Taisto Hujanen and Seppo Kangaspunta 13. Exploring Audience Activities and Their Power-Relatedness in the Digitalised City: Diversity and Routinisation of People’s Media Relations in the Triply Articulated Urban Space Seija Ridell 14. Big Data in Audience Research: A Critical Perspective Frauke Zeller

"The topics cover a variety of narrowly focused projects, from ethnographic research into online gamers’ behavior in the game and in real life, to the reasoning of young people who are not using social networking sites, to a linguistic perspective on how group identities are constructed in online discussions." – Barbara Jungwirth, Reliable Translations