| Description |
1 online resource (x, 166 pages) : illustrations |
| Contents |
1. A Concept With a History -- 2. The Audience in Communication Theory and Research -- 3. Typologies of Audience -- 4. Questions of Media Reach -- 5. Principles of Audience Formation and Continuity -- 6. Audience Practices: Social Uses of the Media -- 7. Communicator-Audience Relations -- 8. The Audience in Flux -- 9. The Future of the Audience Concept |
| Summary |
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 |
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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 |
| Bibliography |
Includes bibliographical references (pages 151-161) and index |
| Notes |
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL |
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English |
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Print version record |
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digitized 2010 HathiTrust Digital Library committed to preserve pda MiAaHDL |
| Subject |
Mass media -- Audiences.
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SOCIAL SCIENCE -- Media Studies.
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Mass media -- Audiences
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Massenmedien
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Publikum
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Massamedia.
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Publieksonderzoek.
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| Form |
Electronic book
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| LC no. |
97004855 |
| ISBN |
9781452263601 |
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1452263604 |
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9781452233406 |
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1452233403 |
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1322416044 |
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9781322416045 |
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1506339239 |
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9781506339238 |
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