The Mass Audience: Rediscovering the Dominant Mode
Language: English
Published by Mahwah, New Jersey, U.S.A.: Lawrence Erlbaum Assoc Inc, 1996
- Softcover
- Used
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Seller Inventory # ABE-1102056134
- Title
- The Mass Audience: Rediscovering the Dominant Mode
- Author
- Webster, James G.; Phalen, Patricia F.
- Publisher
- Mahwah, New Jersey, U.S.A.: Lawrence Erlbaum Assoc Inc
- Publication year
- 1996
- Condition
- Fine
- Dust jacket
- No Jacket
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0805823050
- ISBN 13
- 9780805823059
- Series
- Book 142 of 231: Routledge Communication
- Seller catalogs
- BUSINESS/ECONOMICS/CAPITALISM/COMMUNISM/FASCISM, FILM/THEATRE/RADIO/STAGE/TELEVISION, MEDIA/COMPUTERS/MASS COMMUNICATIONS/ADVERTISING/PUBLIC OPINION/JOURNALISM
Use Last Two Paragraphs Only For General Catalogs. . . Recently, media scholars have reopened inquiry into the meaning of "audience." They question the utility of the mass audience concept, characterizing it as insensitive to differences among audience members inescapably bound up with discredited notions of mass society, or serving only a narrow set of industrial interests. The authors of this volume find that these assertions are often false and unwarranted either by the historical record or by contemporary industry practice.
Instead, they argue for a rediscovery of the dominant model by summarizing and critiquing the very considerable body of literature on audience behavior, and by demonstrating different ways of analyzing mass audiences. Further, they provide a framework for understanding the future of the audience in the new media environment, and suggest how the concept of mass audience can illuminate research on media effects, cultural studies, and media policy.
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TotalitarianMedia
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