Media And Audiences: New Perspectives (Issues in Cultural and Media Studies (Paperback)) - Softcover

Ross

Softcover

ISBN 10: 0335206913 ISBN 13: 9780335206919

Publisher: Open University Press, 2003

Synopsis

“a simple yet excellent overview of the multilayered path of audience research, tracing its evolution over the last century...” European Journal of Communication

*How has the concept of 'the audience' changed over the past 50 years?

*How do audiences become producers and not just consumers of media texts?

*How are new media affecting the ways in which audiences are researched?

The audience has been a central concept in both in media and cultural studies for some considerable time, not least because there seems little point exploring forms of increasingly global communication in terms of their content if the targets of media messages are not also the focus of study. This book ranges across a wide literature, taking both a chronological as well as thematic approach, in order to explore the ways in which the audience, as an analytical concept has changed, as well as examining the relationships which audiences have with texts and the ways in which they exert their power as consumers. We also look at the political economy of audiences and the ways in which they are 'delivered' to advertisers as well as attending to the ratings war being waged by broadcasters and the development of narrowcasting and niche audiences. Finally, the book looks ahead to the future of audience research, suggesting that new genres such as 'reality TV' and new ICTs such as the internet, are already revolutionising the way in which research with audiences is taking place in the 21st century, not least because of the level of interactivity enabled by new media.

About this title

About the Author

Virginia Nightingale is Associate Professor in the School of Communication, Design and Media at the University of Western Sydney, Australia. Her research focuses on audience theory and research practice. She is the author of " Studying Audiences: The Shock of the Real " (1996).

Karen Ross is Reader in Mass Communications at Coventry University, UK. She has published extensively in the broad area of audience identities. Her recent books include " Mapping the Margins " (2003), " Women, Politics, Media " (2002) and " Black and White Media " (1996).

About this edition

• Publisher: Open University Press
• Publication date: 2003
• ISBN 10: 0335206913
• ISBN 13: 9780335206919
• Binding: Paperback
• Number of pages: 208