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
Cuprins
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
Despre 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.
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