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.
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.
|Notes on contributors|
|The study of active audiences|
|Viewer's reactionsutilization of mass communication by the individual|
|News we can use: An audience perspective on the tabloidisation of news in the United States|
|The opinion polls: Still biased to Blair|
|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|
|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|
|Table of Contents provided by Publisher. All Rights Reserved.|
Series: Issues in Cultural and Media Studies
Audience: Tertiary; University or College
Number Of Pages: 320
Published: 1st December 2003
Publisher: Open University Press
Country of Publication: GB
Dimensions (cm): 22.9 x 15.3 x 2.1
Edition Number: 1