The word audience has long been familiar as the collective term for
the "receivers" in the model of mass communication process (source,
channel, message, receiver, effect). It is a term that is understood
by media practitioners and theorists alike and has entered into
everyday usage; however, there is much room for differences of
meaning, misunderstandings, and theoretical conflicts. In Audience
Analysis, author Denis McQuail provides a coherent and succinct
account of the concept "media audience" in terms of its history and
its place in present-day media theory and research. He describes and
explains the main types of audience, alternative theories about the
audience, and the main traditions and fields of audience research.
This informative volume explains the contrast between social
scientific and humanistic approaches and gives due weight to the view
"from the audience," as well as the view "from the media." It
summarizes key research findings and assesses the impact of new media
developments, especially transnationalization and new interactive
technology. Finally, the volume concludes with an evaluation of the
continued relevance of the audience concept under conditions of rapid
media change. Providing both an overview of past research and a guide
to current thinking, Audience Analysis will be enlightening to
academics and students in the fields of mass communication and media
studies.
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Produktdetaljer
ISBN
9781506339238
Publisert
2018
Utgave
1. utgave
Utgiver
Vendor
SAGE Publications, Inc
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter