This theoretical essay explores the concepts of cultural and popcultural citizenships in connection with the period of state socialism in 70s and 80s in Czechoslovakia. The main intention is to test the potential of the concept of popcultural citizenship, which is inspired by John Hartley´s “do-it-yourself citizenship”. Another aim is to examine textual properties of so called “normalization” television serials with regard to the extent to which it allowed for semiosis to be controlled by the viewers.
The article summarizes theoretical debate of the main concepts as a starting point for further audience research.
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