Virginia Nightingale held the position of Associate Professor with the School of Communication Arts at the University of Western Sydney until retiring in 2010. Now an independent scholar, her publications include Media and Audiences: New Perspectives (with Karen Ross, 2003) and Critical Perspectives: Media and Audiences (with Karen Ross, 2003), and New Media Worlds: Challenges for Convergence (ed. with Tim Dwyer, 2007).

"This book offers helpful background readings for media research courses. Summing Up: Recommended. Graduate students and above." (Choice, 1 November 2011)

• Notes on Contributors viiiSeries Editor's Preface xivAcknowledgments xvIntroduction 1Virginia NightingalePart I Being Audiences 171 Readers as Audiences 19Wendy Griswold, Elizabeth Lenaghan, and Michelle Naffziger2 Listening for Listeners: The Work of Arranging How Listening Will Occur in Cultures of Recorded Sound 41Jackie Cook3 Viewing 62Shawn Shimpach4 Search and Social Media 86Virginia Nightingale5 Spreadable Media: How Audiences Create Value and Meaning in a Networked Economy 109Joshua Green and Henry Jenkins6 Going Mobile 128Gerard GogginPart II Theorizing Audiences 1477 Audiences and Publics, Media and Public Spheres 149Richard Butsch8 The Implied Audience of Communications Policy Making: Regulating Media in the Interests of Citizens and Consumers 169Sonia Livingstone and Peter Lunt9 New Configurations of the Audience? The Challenges of User-Generated Content for Audience Theory and Media Participation 190Nico Carpentier10 The Necessary Future of the Audience … and How to Research It 213Nick Couldry11 Reception 230Cornel Sandvoss12 Affect Theory and Audience 251Anna GibbsPart III Researching Audiences 26713 Toward a Branded Audience: On the Dialectic between Marketing and Consumer Agency 269Adam Arvidsson14 Ratings and Audience Measurement 286Philip M. Napoli15 Quantitative Audience Research: Embracing the Poor Relation 302David Deacon and Emily Keightley16 Media Effects in Context 320Brian O’Neill17 Cultivation Analysis and Media Violence 340Andy Ruddock18 Creative and Visual Methods in Audience Research 360Fatimah Awan and David Gauntlett19 Locating Media Ethnography 380Patrick D. MurphyPart IV Doing Audience Research 40320 Children’s Media Cultures in Comparative Perspective 405Sonia Livingstone and Kirsten Drotner21 Fan Cultures and Fan Communities 425Kristina Busse and Jonathan Gray22 Beyond the Presumption of Identity? Ethnicities, Cultures, and Transnational Audiences 444Mirca Madianou23 Participatory Vision: Watching Movies with Yolngu 459Jennifer Deger24 The Audience Is the Show 472Annette Hill25 Seeking the Audience for News: Response, News Talk, and Everyday Practices 489S. Elizabeth Bird26 Sport and Its Audiences 509David RoweIndex 527