There has been a growth of interest in ‘holistic’ approaches to the study of media communication over the recent period, in which analyses of media consumption and production have become more closely integrated. In welcoming this trend, this article identifies the basis for this integration and considers the negative consequences of any continued dissociation of production and consumption debates. It is also noted that tensions still remain between perspectives, and the article concludes by considering one of the main contemporary areas of dispute: how the political realm should be conceptualized and, as a consequence, what should be seen to count as political communication. A model is then outlined that seeks to integrate positions that have hitherto been cast as opposed.
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