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The action theoretical approach has already proved its value as a framework for communication research, most especially in the study of media audiences and media use. The approach privileges the perspective of the acting individual but offers guidelines for connecting the subjective orientation with networks of social interaction and for treating 'behaviour' as a social process. Research within this framework takes account of the wider social context and calls for a careful combination of empirical observation and interpretation, with a corresponding diversity of methodologies. The contributio

1. Introduction: Meaningful media -- Reflections on social action theory: 2. Decline and fall of the audience concept -- 3. Bridging the gap between sociology and communication science -- Media use: 4. Media use and community involvement -- 5. Time spent on television in European countries -- Active audience: 6. Interpreting television news -- 7. Uses and gratifications of ICT use among Flemish adolescents -- 8. Older widows' television viewing -- 9. Religion and watching television -- Campaigns and marketing: 10. Making sense of strategic change -- 11. A uses and gratifications approach to marketing communications. -- 12. Results of a Dutch nationwide media campaign to quit smoking -- 13. Self image brand image theory and the production of similarity -- News: 14. Media attention to Fortuyn and LPF during the 2002 elections -- 15. The electoral cycle of undecided voters in the Netherlands -- 16. Construction of political news during Dutch elections 2002 -- 17. Sensationalism in television news -- Identity: 18. Do American television stories influence Dutch people's opinions about society? -- 19. Between idealisation and stigmatisation -- Policy: 20. Ethnic minorities' newspaper, television and Internet use in the Netherlands -- 21. The principle of equality in the Dutch media