Tony Wilson 
Understanding Media Users [PDF ebook] 
From Theory to Practice

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

Tabela de Conteúdo

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

Sobre o autor

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.