John Fiske is a scholar who studies popular culture, mass culture, and television. He is the author of eight books on these topics, including influential works like Television Culture. Fiske analyzes television shows as "texts" to examine their different meanings and sociocultural content. He rejects the idea that audiences uncritically consume media and argues instead that various social groups can understand the same media in different ways based on their identities and backgrounds.

1. Emily Jesson
John Fiske

2. His areas of interest include popular
culture, mass culture, and television
studies. He is the author of eight
books, including Power Plays, Power
Works (1993), Understanding Popular
Culture (1989), Reading the Popular
(1989), and the influential Television
Culture (1987). Fiske also acts as a media
critic, examining how cultural meaning is
created in society, and how debates over
issues such as race are handled in different
media

3. Fiske's books analyse television shows as
"texts" to examine the different layers of
meaning and sociocultural content. Fiske
disagrees with the theory that mass
audiences consume the products that are
offered to them without thought. Fiske
rejects the notion of "the audience" which
assumes an uncritical mass. He instead
suggests "audiences" with various social
backgrounds and identities enabling them
to receive texts differently.