Whether we are watching TV, surfing the Internet, listening to our iPods, or reading a novel, we all engage with media as an audience. . Despite the widespread use of this term in our popular culture, the meaning of "audience" is complex, and it has undergone significant historical shifts as new forms of mediated communication have developed from print, telegraphy, and radio to film, television, and the Internet. Media Audiences: Effects, Users, Institutions, and Power 2nd Edition explores the concept of media audiences from four broad perspectives: as "victims" of mass media, as market constructions and commodities, as users of media, and as producers and subcultures of mass media. The goal of the text is for students to be able to think critically about the role and status of media audiences in contemporary society, reflecting on their relative power in relation to institutional media producers.
Author(s): John L. Sullivan
Edition: 2
Publisher: SAGE Publications Inc.
Year: 2019
Language: English
Pages: 368
City: Los Angeles
Cover
Half Title
Publisher Note
Title Page
Copyright Page
Brief Contents
Detailed Contents
Preface
Acknowledgments
Chapter 1 History and Concept of the Audience
Section I Audiences as Objects
Chapter 2 Effects of Media Messages
Section II Audiences as Institutional Constructions
Chapter 3 Public Opinion and Audience Citizenship
Chapter 4 Media Ratings and the Political Economy of Audiences
Section III Audiences as Active Users of Media
Chapter 5 Uses and Gratifications
Chapter 6 Interpreting and Decoding Mass Media Texts
Chapter 7 Reception Contexts and Media Rituals
Section IV Audiences as Producers and Subcultures
Chapter 8 Media Fandom and Audience Subcultures
Chapter 9 Online, Interactive Audiences in a Digital Media World
Chapter 10 Conclusion: Audience Studies in an Era of Datafication
Index
Contributors
