Critical readings : media and audiences
Author(s)
Bibliographic Information
Critical readings : media and audiences
（Issues in cultural and media studies）
Open University Press, 2003
- : hb
- : pbk.
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Note
Includes bibliographical references and index
Description and Table of Contents
- Volume
-
: pbk. ISBN 9780335211661
Description
What changes have taken place to the ways in which the audience is perceived?
How have audiences become fragmented in the search for ratings?
What next for audience research in the 21st century?
The study of 'audience' is a central concept in both media and cultural studies. Although it has become an academic fashion to turn away from the idea that groups of people can share common purpose or interests, there are still enough reasons for wanting to explore the way in which audiences behave, understand and interact with media in all their various forms. One of these reasons is the vast sums of money persistently expended by advertisers and broadcasters who are trying to give 'the audience' what 'it' wants.Critical Readings: Media and Audiences brings together some of the important developments in the history of audience and media studies and the significant research which has shaped the field until now. This collection of original research provides students and lecturers in media, film and cultural studies with a better understanding of the rationale, findings and forms of analysis undertaken at different points in the field's research-based career.Essays by
John Banks, Nancy Baym, S. Elizabeth Bird, Jay G. Blumler, Philip Elliott, Marie Gillespie, Michael Gurevitch, Stuart Hall, James D. Halloran, Henry Jenkins, Elihu Katz, Gerald Kosicki, Paul Lavrakas, Paul Lazarsfeld, L.W. Lichty, Annette N. Markham, Eileen Meehan, Graham Murdock, Virginia Nightingale, Karen Ross, J.G. Webster.
Table of Contents
Notes on contributors
Foreword
Acknowledgements
IntroductionPart 1: The study of active audiences
Movie leaders
Viewer's reactions
utilization of mass communication by the individual
Encoding/decoding >br>News we can use: An audience perspective on the tabloidisation of news in the United States
The opinion polls: Still biased to Blair
Part 2: Audience communities, segments and commodities
Good and bad practice in focus group research
All ears: Radio, reception and discourses of disability
Transnational communications and Diaspora communities
Children and television: A critical overview of the research
Ratings analysis in advertising
Heads of household and ladies of the house: Gender, genre and broadcast ratings 1929-1990
Part 3: Interactive audiences: Fans, cultural production and new media
Improvising Elvis, Marilyn and Mickey Mouse
Tune in tomorrow
Stories of places and ways of being
Gamers as co-creators: Enlisting the virtual audience - A report from the netface
Interactive audiences?
Index.
- Volume
-
: hb ISBN 9780335211678
Description
*How have media researchers changed the ways in which the audience is perceived over time?
*How have audiences become fragmented in the search for ratings?
*What next for audience research in the 21st century?
The study of 'audience' is a central concept in both media and cultural studies. Although it has become an academic fashion to turn away from imagining that groups of people can share common purpose or interests, there are still reasons enough for wanting to explore the way in which audiences behave, understand and interact with media texts in all their various forms, not least because of the vast sums of money which are persistently expended by advertisers and broadcasters trying to give 'the audience' what 'it' wants and therefore maintaining or preferably increasing market share. This Reader provides an opportunity to bring together some of the important developments in the history of audience and media studies and the significant research trajectories which have shaped the field until now. It is sometimes difficult to locate specific examples of audience research or discussions of research practice, as opposed to description, conjecture or critical reflection about audiences, which are in abundant supply: the Reader allows students and lecturers to source original research commentaries and better understand the rationale, findings and forms of analysis undertaken at different points in the field's research-based career.
Table of Contents
Series editor's foreword
Introduction
The passive-active continuum
competing theories of agency and affect
The segmented audience
niche consumers and the ratings agenda
Inter-active audiences
fans, cultural production and new media
Glossary
Index.
by "Nielsen BookData"
