Theorising media as practice

This article explores the possibility of a new paradigm of media research that understands media, not as texts or structures of production, but as practice. Drawing on recent moves towards a theory of practice in sociology, this paradigm aims to move beyond old debates about media effects and the relative importance of political economy and audience interpretation, at the same time as moving beyond a narrow concentration on audience practices, to study the whole range of practices that are oriented towards media and the role of media in ordering other practices in the social world. After setting this new paradigm in the context of the history of media research, the article reviews the key advantages of this paradigm in mapping the complexity of media‐saturated cultures where the discreteness of audience practices can no longer be assumed.