Critical Readings: Media and Audiences
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Critical Readings: Media and Audiences

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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.
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Product details

  • Paperback | 320 pages
  • 153 x 229 x 21mm | 517.1g
  • Milton Keynes, United Kingdom
  • English
  • 0335211666
  • 9780335211661
  • 1,005,650

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.
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About Virginia Nightingale

Virginia Nightingale is Associate Professor in the School of Communication, Design and Media at the University of Western Sydney, Australia. Her research focuses on audience theory and research practice. She is the author of Studying Audiences: The Shock of the Real (1996).

Karen Ross is Reader in Mass Communications at Coventry University, UK. She has published extensively in the broad area of audience identities. Her recent books include Mapping the Margins (2003), Women, Politics, Media (2002) and Black and White Media (1996).
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