"My Voice Needs to be Heard": Cultural Challengers in the Regulatory Arena

Abstract

This article proposes the concept of cultural challengers, viewers whose dissatisfaction with popular culture prompts them to initiate a dialogue with media organizations. The article explores the textual dimensions that may cause such discontent and identifies three tracks for conducting the dialogue: civic, economic, and regulatory. The regulatory track is explored through three methodologies: a quantitative content analysis of 817 complaints filed to the Israeli regulatory authority (SATR) between 2005 and 2010, and of the SATR’s responses to them; participatory observation within the SATR; and an online survey of 58 viewers who had filed a complaint with the SATR. The article highlights the differing stances of the regulator and the cultural challengers and analyzes the social and cultural implications of the dialogue.