Understanding Media Users: From Theory to Practice - Hardcover
Understanding Media Users: From Theory to Practice focuses on the blurred concept of the “active audience” at the core of media studies.
- examines the relationship between media and audiences by one of the world’s leading media scholars
- provides a history of media effects’ and an overview of the current analytical approaches that constitute media reception theory
- charts some of the most important interfaces of media reception and interaction - TV, film, the Internet, advertising, journalism, and tourism studies
- concludes with additional insights into the future of media reception in a global age
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From the Back Cover:
Understanding Media Users: From Theory to Practice focuses on the blurred concept of the "active audience" at the core of media studies. Charting the complex terrain of screen reception theory and applied research, this new volume offers wide-ranging criticism of media effects. It highlights connections and contrasts between European communications and US consumer theory, reading books and using screens, philosophy and new media research, and between the process and politics of viewing.
About the Author:
A philosophically informed pointer to the diverse thinking on audiences that has emerged over the past quarter century, Understanding Media Users is also a guide to qualitative investigation through focus groups and student-conducted interviews. Crossing cultures and generations, and enriched by Asian perspectives, the book examines Western hypotheses on media use.
Tony Wilson is Associate Professor, Faculty of Economics and Business, at University Malaysia Sarawak, and Associate Research Fellow, Global Cities Institute, at the Royal Melbourne Institute of Technology.
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- PublisherWiley-Blackwell
- Publication date2008
- ISBN 10 1405155663
- ISBN 13 9781405155663
- BindingHardcover
- Edition number1
- Number of pages248
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Book Description Condition: New. Understanding Media Users focuses on the blurred concept of the active audience at the core of media studies. Charting the complex terrain of screen reception theory and applied research, this new volume offers wide-ranging criticism of media effects. Num Pages: 232 pages, black & white illustrations. BIC Classification: JFD. Category: (U) Tertiary Education (US: College). Dimension: 238 x 156 x 19. Weight in Grams: 484. . 2008. 1st Edition. Hardcover. . . . . Seller Inventory # V9781405155663
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