MIHELJ, S., 2015. Audience history as a history of ideas: towards a transnational history. European Journal of Communication, 30 (1), pp. 22 - 35.
One of the possible ways of approaching audience history is by focusing on the history of ideas
about audiences. This article examines the benefits and shortcomings of such an approach and
develops a set of methodological propositions, drawing on the principles and methods of the
German tradition of Begriffsgeschichte (history of concepts). To demonstrate the usefulness of
these propositions, the article briefly examines the ideas about audiences in socialist Yugoslavia,
focusing on the surge of ideas about politically engaged audiences in the late 1960s. The concluding
part of the article situates this historical episode in the wider geographical context and outlines
possible avenues for a broader, transnational investigation of the history of ideas about audiences.