This article revisits the interplay of theories and research focusing on the interplay between anthropology, and communication and media studies, It argues that where initially media ethnographies (selectively) borrowed theories and methods from anthropology, today it is anthropological media ethnography that holds sway. The result is a shift away from media audience research. I suggest this is because the concept of audience is necessarily linked to assumed theories of communication. Yet it is precisely a theory of communication (as opposed to theories of culture) that is missing today. The article advocates that instead of borrowing theories of communication, we need to begin the more difficult task of retheorising it in order to better address contemporary media problems.
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