McQuail, DenisUnknown
Sage Publications Ltd (London, 1997) (eng) English9781452233406UnknownUnknownMASS MEDIA-AUDIENCES; Includes bibliographical references and index.; 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. ~publisher information
Physical dimension
1 online resource (x, 166 p.)UnknownUnknown
Summary / review / table of contents
1. A Concept With a History --
2. The Audience in Communication Theory and Research --
3. Typologies of Audience --
4. Questions of Media Reach --
5. Principles of Audience Formation and Continuity --
6. Audience Practices: Social Uses of the Media --
7. Communicator-Audience Relations --
8. The Audience in Flux --
9. The Future of the Audience Concept.