Addressing a multitude of questions and issues surrounding how we use the media, "Media Effects and Beyond" represents the results of an international research programme into the use and effects of television, video and music. Seeing the viewer not simply as passive "object" but as a very active "subject", the contributors engage with every aspect of children's, adolescents' and families' use of the media - its character, causes and consequences. Topics explored include media and social mobility; family communication, and consumer lifestyles. Confronting the two traditions of lifestyle research and effects research, "Media Effects and Beyond" offers a much-needed reconceptualization of both. Written at a time when traditional European public service media systems struggle against a tidal wave of commercial electronic media, this book should be important reading for students of contemporary culture and communications, as well as to media policy decision-makers.