`The book is essentially for a student of mass communication or may be of interest to the communications expert into communications reserach, theory or operations research. The author addresses a specific "audience" and does it to perfection with a simple very readable presentation′ -
The Economic Times Denis McQuail provides a coherent and succinct account of the concept of `media audience′ in terms of its history and its place in present-day media theory and research. McQuail describes and explains the main types of audience and the main traditions and fields of audience research.
Audience Analysis 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′. McQuail summarizes key research findings and assesses the impact of new media developments, especially transnationalization and new interactive technology. The book concludes with an evaluation of the continued relevance of the audience concept under conditions of rapid media change. Audience Analysis provides both an overview of past research and a guide to current thinking.
Author(s): Denis McQuail
Edition: 1
Publisher: SAGE Publications, Inc
Year: 1997
Language: English
Pages: 180
Tags: mass communication, MEDIA STUDIES
Cover
Contents
Preface
Chapter 1 - A Concept with a History
Chapter 2 - The Audience in Communication Theory and Research
Chapter 3 - Typologies of Audience
Chapter 4 - Questions of Media Reach
Chapter 5 - Principles of Audience Formation and Continuity
Chapter 6 - Audience Practices: Social Uses of the Media
Chapter 7 - Communicator-Audience Relations
Chapter 8 - The Audience in Flux
Chapter 9 - The Future of the Audience Concept
References
Index
About the Author
