In this interview, Ulrike Prokop, a leading figure in the depth-hermeneutic tradition, reflects on over 30 years, audience research. She discusses, in particular, her more recent work exploring audiences' responses to so-called affective television, including such shows as Supernanny and Germany's Next Top Model. The method she and her colleagues have developed encourages participants to record the associations that occur to them while viewing and to explore these in group discussions. Prokop argues that the method reveals the collective dimensions of audiences' pre- and unconscious responses to these programmes and the impact of social change on their subjective experience.