Professor Jonathan Gray, from the Department of Communication Arts at the University of Wisconsin-Madison, has dedicated over twenty years to media and audience research, particularly emphasizing fan studies, television audience research, and other audience-related topics. Jonathan consistently maintains a critical and reflective approach, focusing on antifans, nonfans, and audiences expressing passionately negative emotions toward specific media products. He highlights the opportunities and challenges faced by audience research in the contemporary new media landscape. In this interview, we delve into Jonathan’s academic background, examining the evolution of fan studies through its three waves and exploring the latest advancements in the field. Subsequently, our conversation centers on his latest book, Dislike-Minded: Media, Audiences, and the Dynamics of Taste, which concentrates on a distinct audience type—those openly expressing their “dislike”. We conclude by revisiting “Reviving audience studies”, engaging in a broader reflection on the factors contributing to the decline of the research paradigm and its adaptation within the framework of the new media environment.