Understanding Media Users From Theory to Practice

by Wilson, Tony

• ISBN13: 9781444304954
• ISBN10: 144430495X
• Edition: 1st
• Format: eBook
• Copyright: 2009-02-25
• Publisher: Wiley-Blackwell

Summary

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

Author Biography

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.

Table of Contents

Acknowledgments.

Introduction.

1. A Passive Audience?: Structuralist and Effects Studies.

2. The Active Audience: Speaking Subjects.

3. Perceiving is Believing: From Phenomenology to Media User Theory.

4. Meanings are Ours: Reader Response and Audience Studies.

5. The Projecting Audience: From Cinema to Cellphone.

6. A Phenomenology of Phone Use: Pervasive Play and the Ludification of Culture.

7. Selling on Screen: From Media Hermeneutics to Marketing Communication.

8. Buying Brandscapes: A Phenomenology of Perception and Purchase.

9. Consumer-Citizens: Crossing Cultures in Cyberspace.

Conclusion: Media User Theory Going Beyond Accumulation of Audiences.