The concept of "the media audience" is examined in this book in terms of its history and its place in present day media theory and research. It describes and explains the main types of audience, alternative theories about the audience, and the main traditions and fields of audience research, and looks at the contrast between the social scientific and humanistic approaches. The views "from the audience" and "from the media" are balanced, with research findings summarized and the impact of new media developments, including transnationalization and interactive technology, assessed.
- ISBN:
- 9780761910015
- 9780761910015
-
Category:
- Media studies
- Format:
- Hardback
- Publication Date:
-
10-09-1997
- Language:
- English
- Publisher:
- SAGE Publications Inc
- Country of origin:
- United States
- Pages:
- 176
- Dimensions (mm):
- 229x152x14mm
- Weight:
- 0.48kg
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