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
Spis treści
Acknowledgments vi
Introduction 1
1 A Passive Audience? Structuralist and Effects Studies 7
2 The Active Audience: Speaking Subjects 29
3 Perceiving is Believing: From Phenomenology to Media User Theory 46
4 Meanings Are Ours: Reader Response and Audience Studies 59
5 The Projecting Audience: From Cinema to Cellphone 74
6 A Phenomenology of Phone Use: Pervasive Play and the Ludification of Culture 94
7 Selling on Screen: From Media Hermeneutics to Marketing Communication 112
8 Buying Brandscapes: A Phenomenology of Perception and Purchase 130
9 Consumer-Citizens: Crossing Cultures in Cyberspace 146
Conclusion: Media User Theory: Going Beyond Accumulation of Audiences 173
References 176
Index 204
O autorze
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.
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