Bringing the Author Back Into the Audience Research: A Hermeneutical Perspective on the Audience’s Understanding of the Author

In the current media environment the texts available to media audiences are from very diverse sources. This paper deals with a theoretical question of how the audiences' understanding of author co-determines the reader's interpretation of the particular text. Drawing on the tradition of philosophical hermeneutics, a concept of the imagined author is introduced: a result of the text-reader encounter, where the notion of the author suggested by the text is realized by the reader through their prior knowledge and expectations of an author. A multidimensional model of the author is therefore proposed to appreciate different characteristics and values potentially associated by audiences with varying forms of authorial presence. Distinguishing various dimensions of the author allows a matrix of authorial characteristics to be built that positions the author brought into the encounter by the text as a paratextual feature that co-determines the meaning of the text.