Comparative audience research

Abstract

The article presents a review of comparative audience research between 2005 and 2015. The selected studies include comparative research that is either cross-national or crossmedia. We examine the theoretical frameworks and methods used in current comparative audience research studies, what is compared and how, including examples of current comparative research projects. We then identify key trends in comparative audience research; in particular, we identify emerging themes and research gaps. The review of both cross-media and cross-national audience studies shows that the combination and integration of cross-media and cross-cultural approaches is an emerging theme. Additionally, the results suggest that in both areas more in-depth discussions of methods and methodologies used and the development of comprehensive theoretical frameworks are needed.