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9781444304961

Understanding Media Users: From Theory to Practice

by
  • ISBN13:

    9781444304961

  • ISBN10:

    1444304968

  • Format: eBook
  • Copyright: 2009-01-01
  • Publisher: Wiley-Blackwell
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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

Table of Contents

Acknowledgments
Introduction
A Passive Audience?: Structuralist and Effects Studies
The Active Audience: Speaking Subjects
Perceiving is Believing: From Phenomenology to Media User Theory
Meanings are Ours: Reader Response and Audience Studies
The Projecting Audience: From Cinema to Cellphone
A Phenomenology of Phone Use: Pervasive Play and the Ludification of Culture
Selling on Screen: From Media Hermeneutics to Marketing Communication
Buying Brandscapes: A Phenomenology of Perception and Purchase
Consumer-Citizens: Crossing Cultures in Cyberspace
Conclusion: Media User Theory Going Beyond Accumulation of Audiences
Table of Contents provided by Publisher. All Rights Reserved.

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