This major reference collection brings together a range of theoretical, methodological and thematically diverse articles and chapters that map the most important kinds of work and ideas in international audience studies.

VOLUME 1: HISTORY OF AUDIENCE STUDY Early Positions Television′s Impact on Society - T. Coffin The State of Communication Research - B. Berelson On the Effect of Communication - W. Davison Functional Analysis and Mass Communication - C. R. Wright On the Use of the Mass Media as "Escape": Clarification of a concept - E. Katz and D. Foulkes Mass Communication Research: An old road surveyed - J. Klapper Audiences as Markets or Public The Audience - J. G. Webster Television Audience Research at Britain′s Independent Broadcasting Authority, 1974-1984 - J. M. Wober and B. Gunter Audiences, Use and Effects Flow and Media Enjoyment - J. L. Sherry Expanding Disposition Theory: Reconsidering character liking, moral evaluations and enjoyment - A. A. Raney Interpretational Audiences Amassing the Multitude: Revisiting early audience studies - J. Z. Bratich Audience Semiotics, Interpretive Communities and the ′Ethnographic Turn′ in Media Research - K. C. Schroder Social Action Media Studies: Foundational arguments and common premises - G. T. Schoening and J. A. Anderson Assessing Qualitative Television Audience Research: Incorporating feminist and anthropological theoretical innovation - A. D. Lotz Alternative Theoretical Traditions Five Traditions in Search of the Audience - K. B. Jensen and K. E. Rosengren The Rise and Fall of Audience Research: An old story with a new ending - S. M. Livingstone Active Audience Theory: Pendulums and pitfalls - D. Morley New Media Perspectives How do Communication and Technology Researchers Study the Internet? - J. B. Walther, G. Gay and J. T. Hancock New Media - New Pleasures? - A. Kerr, J. Kucklich, and P. Brereton VOLUME 2: MEASUREMENT OF AUDIENCES Quantitative Surveys Audience Flow Past and Present: Television inheritance effects reconsidered - J. G. Webster Television and Leisure Time: Yesterday, today and (maybe) tomorrow - J. P. Robinson Continuities and Discontinuities in Media Usage and Taste: A longitudinal study - H. T. Himmelweit and B. Swift Experience Sampling Methods Applications to Communication Research Questions - R. Kubey and M. Csikszentmihalyi Internet Use in the Contemporary Media Environment - A. J. Flanagin and M. J. Metzger What do Americans Really Want to Know? Tracking the behaviour of news readers on the internet - D. Tewkesbury Controlled Experiments Does Aggression Cause a Preference for Viewing Media Violence - A. Fengistein Forbidden Fruit Versus Tainted Fruit of Warning Labels on Attraction to Television Violence - B. Bushman and A.D. Stack Some Like it Bad: Testing a model for perceiving and experiencing fictional characters - E. A. Konijn and J. F. Hoorn Can you Hear Me Now? The impact of voice in an online gaming community - D. Williams, S. Capalan and L. Xiang Qualitative Depth Interviews Impact of the VCR on Control of Television Viewing - W. Y. Kim, S. J. Baran and K. K. Massey Rethinking the Focus Group in Media and Communications Research - P. Lunt and S. Livingstone Ethnographic/Observational Research Viewing the Viewers: Viewing behaviours by children and adults during television programs and commercials - K. L. Schmitt, K. D. Woolf and D. R. Anderson Do Children Learn How to Watch Television? The impact of extensive experience with Blue′s Clues on preschool children′s television viewing behaviour - A. M. Crawley, D. R. Anderson, A. Santomero, A. Wilder, W. Williams, M. R. Evans and J. Bryant The Rules of Viewing Television in Public Places - D. Lemish Reception Analysis Culture and Communication: Towards an ethnographic critique of media consumption in the transitional media system - I. Ang On Playfully Becoming the ′Other′: Watching Oprah Winfrey on Malaysian television - T. Wilson From ′Interpretive Communities′ to ′Communities of Improvisation′ - D. Machin and M. Carrithers VOLUME 3: AGGREGATED AND DISAGGREGATED AUDIENCES Demographics Watching Talk: Gender and engagement in the viewing of audience discussion programmes - S. Livingstone Developmental Changes in Adolescents′ Television Viewing Habits: Longitudinal trajectories in a three-wave panel study - S. Eggermont In Search of the Older Audience: Adult age differences in television viewing - M. L. Mares and W. E. Woodard Black and White Viewers′ Perception and Recall of Occupational Characters on Television - O. Appiah Assertions of Identities Through News Production: News making among teenage Muslim girls in London and New York - H. Noor Beliefs How the Media Effect What People Think: An information processing approach - R. M. Entman Consumers′ Intentions to Opt In To SMS Advertising: A cross national study of young Americans and Koreans - A. Muk Personality and Motivational Factors Modeling the Gratification Seeking Process of Television Viewing - C. Lin Uses and Gratifications of Media Violence: Personality correlates of viewing and liking violent genres - M. Krcmar and L.G. Kean Effects of Personality Type on the Use of Television Genre - J. W. Shim and B. Paul Is Psychopathology the Key to Understanding Why Some Children Become Aggressive When They Are Exposed to Violent Television Programming? - T. Grimes, L. Bergen, K. Nichols, E. Vernberg and P. Fonagy Fandom ′Celebrating the Story the Way it is′: Cultural studies, corporate media and the contested utility of fandom - S. Murray Medium and Genre Factors Beneath the Viewer of Fragmentation: Television audience polarization in a multichannel world - J. G. Webster TV Diets: Towards a typology of TV viewership - G. Weimann, H. B. Brosius, and M. Wober Why People Watch Reality TV? - S. Reiss and J. Wiltz Living on Dawson′s Creek: Teen viewers, cultural convergence and television overflow - W. Brooker Rereading David Morley′s the ′Nationwide′ Audience - S. Kim VOLUME 4: AUDIENCES AND INFLUENCES Intended Effects - Political Campaigning Appeals and Strategies of Negative Political Advertising - B. L. Roddy and G. M. Garramone Campaign Advertisements Versus Television News as Sources of Political Issue Information - X. Zhao and S. H. Chaffee Issue-advocacy versus candidate advertising: Effects on candidate preferences and democratic process - M. Pfau, R. L. Holbert, E. A. Szabo and K. Kaminski The Impact of Political Advertising on Knowledge, Internet Information Seeking, and Candidate Preference - N. A. Valentino, V. L. Hutchings and D. Williams Intended Effects - Social Marketing J. L. Andsager, E. W. Austin and B. E. Pinkleton - C. Schooler, J. A. Flora and J. W. Farquhar Moving Toward Synergy: Media supplementation in the Stanford Five-City Project Unintended Effects - Activities and Time Use - Questioning the Value of Realism: Young adults′ processing of messages in alcohol-related public service announcements and advertising Reconsidering the Displacement Hypothesis - D. C. Mutz, D. F. Roberts and D. P. van Vuuren Longitudinal Effects of Television on Children′s Leisure-time Reading: A test of three explanatory models - C. M. Koolstra and T. H. van der Voort Unintended Effects - Antisocial Behaviour Effect of Television Violence on Aggressiveness - J. L. Freedman Television Violence and Aggression: The debate continues - L. Friedrich-Cofer and A. C. Huston Television Violence and Aggression: A rejoinder - J. L. Freedman Does Viewing Violent Media Really Cause Criminal Violence? A methodological review - J. Savage Unintended Effects - Public/Private Impression Formation The Anatomy of Agenda-setting Research - E. M. Rogers, J. W. Dearing, and D. Brequian Framing as a Theory of Media Effects - D. A. Scheufele Do talk Shows Cultivate Adolescents′ Views of the World? A prolonged exposure experiment - P. Rossler and H.B. Brosius Scope of Self: Toward a model of television′s effects on self-complexity in adolescence - K. Harrison Media Effects on Ethnic Identity Among Linguistic Majorities and Minorities: A longitudinal study of a bilingual setting - R. Clement, S.C. Baker, G. Josephson and K. A. Noels Unintended Effects - Cognitive and Emotional Development Television′s Impact on High School Achievement - G. D. Gaddy The Effects of Television Advertising on Materialism, Parent-child Conflict, and Unhappiness: A review of research - M. Buijzen and P.M. Valkenburg