Audience Analysis (häftad)
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Format
Häftad (Paperback)
Språk
Engelska
Antal sidor
176
Utgivningsdatum
1997-08-01
Upplaga
1
Förlag
SAGE Publications, Inc
Illustrationer
1
Dimensioner
230 x 155 x 12 mm
Vikt
266 g
Antal komponenter
1
Komponenter
2:B&W 6 x 9 in or 229 x 152 mm Perfect Bound on Creme w/Gloss Lam
ISBN
9780761910022

Audience Analysis

av Denis McQuail
Häftad,  Engelska, 1997-08-01
1472
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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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Övrig information

Denis McQuail (1935-2017) was Emeritus Professor at the School of Communication Research (ASCOR) University of Amsterdam and Visiting Professor in the Department of Politics at the University of Southampton. He studied history and sociology at the University of Oxford and received his Ph.D. from the University of Leeds. He is an Honorary Doctor of the University of Gent. He has published widely in the field of media and communication, with particular reference to audience research, media policy and performance, and political communication. His most recent book publication is McQuail's Media and Mass Communication Theory, 7th edition., SAGE, 2020, co-authored by Mark Deuze.

Innehållsförteckning

A Concept with a History The Audience in Communication Theory and Research Typologies of Audience Questions of Media Reach Principles of Audience Formation and Continuity Audience Practices Social Uses of the Media Communicator - Audience Relations The Audience in Flux The Future of the Audience Concept

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