Overview

In a short history of audience research, many accounts have attempted to examine the complex dynamism between media texts and audiences. Most of these works solidified themselves much around textual analysis of media texts and perceptions made by audiences in their lived reality. Popular Culture and Identity: Music Videos and Adolescent Audiences, however, outstandingly investigates the dynamics between the daily diet of Media Images and the everyday lived reality of Adolescent Audiences. Highlighting on the foundations of the Cultivation model and postmodern feminism, the work examines the images of Music Video Clips, as forms of Popular Culture, to analyze the Philosophical reasons behind the image making. Also investigated in this well written academic account is how the adolescent audiences make meaning out of the daily diet of images of modern Ethiopian Music Video Clips in the midst of their everyday lived reality. This work will be helpful to media, communication and culture researchers and music video Image makers.It is also very helpful for anyone who wishes to understand the complex relationship between the media and audiences.