Media Audiences

Effects, Users, Institutions, and Power
1. Auflage 2012
ISBN: 978-1-4129-7042-6
Verlag: SAGE Publications Inc

Buch, Englisch, 280 Seiten, Format (B × H): 187 mm x 231 mm, Gewicht: 482 g

Whether we are watching TV, surfing the Internet, listening to our iPods, or reading a novel, we are all engaged with media as a member of an audience. Despite the widespread use of this term in our popular culture, the meaning of the "audience" is complex, and it has undergone significant historical shifts as new forms of mediated communication have developed from print, telegraphy, and radio to film, television, and the Internet.

Media Audiences explores the concept of media audiences from four broad perspectives: as "victims" of mass media, as market constructions & commodities, as users of media, and as producers & subcultures of mass media. The goal of the text is for students to be able to think critically about the role and status of media audiences in contemporary society, reflecting on their relative power in relation to institutional media producers.

Autoren/Hrsg.

Sullivan, John L.

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften Medientheorie, Medienanalyse
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften Medien & Gesellschaft, Medienwirkungsforschung
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Massenmedien & Massenkommunikation

Inhaltsverzeichnis

1. History and Concept of the Audience
PART I. AUDIENCES AS OBJECTS
2. Effects of Media Messages
PART II. AUDIENCES AS INSTITUTIONAL CONSTRUCTIONS
3. Public Opinion and Audience Citizenship
4. Media Ratings and Target Marketing
PART III. AUDIENCES AS ACTIVE USERS OF MEDIA
5. Uses and Gratifications
6. Interpreting and Decoding Mass Media Texts
7. Reception Contexts & Media Rituals
PART IV. AUDIENCES AS PRODUCERS AND SUBCULTURES
8. Media Fandom and Audience Subcultures
9. Online, Interactive Audiences in a Digital Media World
10. Conclusion: Audience Agency in New Contexts

Über Autor(innen)

Sullivan, John L.
John L. Sullivan is Associate Professor of Media & Communication at Muhlenberg College in Allentown, PA. He earned his B.A. in German and Media Studies from Pomona College and his M.A. and Ph.D. in Communication from the Annenberg School for Communication at the University of Pennsylvania. Dr. Sullivan’s research explores the links between media industries and systems of social and economic power. More specifically, he focuses on audience constructions within media organizations, the implementation of U.S. media policies, and the political economy of cultural production. Recently, Dr. Sullivan has begun a longer-term project to study the political economy of free, open source software (F/OSS) movements.