Understanding Media Users: From Theory to Practice - Softcover

Wilson, Tony

Softcover

ISBN 10: 1405155671 ISBN 13: 9781405155670

Publisher: Wiley-Blackwell, 2008

Synopsis

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

About this title

About the Author

Tony Wilson is Associate Professor, Faculty of Economics and Business, at University Malaysia Sarawak, and Associate Research Fellow, Global Cities Institute, at the Royal Melbourne Institute of Technology.

From the Back Cover

Understanding Media Users: From Theory to Practice focuses on the blurred concept of the “active audience” at the core of media studies. Charting the complex terrain of screen reception theory and applied research, this new volume offers wide-ranging criticism of media effects. It highlights connections and contrasts between European communications and US consumer theory, reading books and using screens, philosophy and new media research, and between the process and politics of viewing.

A philosophically informed pointer to the diverse thinking on audiences that has emerged over the past quarter century, Understanding Media Users is also a guide to qualitative investigation through focus groups and student-conducted interviews. Crossing cultures and generations, and enriched by Asian perspectives, the book examines Western hypotheses on media use.

A philosophically informed pointer to the diverse thinking on audiences that has emerged over the past quarter century, Understanding Media Users is also a guide to qualitative investigation through focus groups and student-conducted interviews. Crossing cultures and generations, and enriched by Asian perspectives, the book examines Western hypotheses on media use.

Edition details

• Publisher: Wiley-Blackwell
• Publication date: 2008
• Language: English
• ISBN 10: 1405155671
• ISBN 13: 9781405155670
• Binding: Paperback
• Edition number: 1
• Number of pages: 232