Abstract
Recent developments in communication theory, particularly the emphasis on media constructions of reality, have created possibilities of convergence between previously unrelated approaches—on the one hand long-standing communication research traditions and on the other, varieties of semiotic and discourse analysis that have challenged conventional methods of content analysis. The article reviews both the prospects for their integration and the difficulties to be faced. Much centres on how relations between the `model reader' and the `empirical reader' of texts is concerned. Ultimately, the goal is to refresh the perennial concern of communication research to understand the processes of mass media effects.
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