Understanding Media Users: From Theory to Practice

✍ Scribed by Tony Wilson

• Publisher: Wiley-Blackwell
• Year: 2009
• Tongue: English
• Leaves: 233
• Edition: 1
• Category: Library

✦ Synopsis

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 scholarsprovides a history of media effects’ and an overview of the current analytical approaches that constitute media reception theorycharts some of the most important interfaces of media reception and interaction - TV, film, the Internet, advertising, journalism, and tourism studiesconcludes with additional insights into the future of media reception in a global age

✦ Table of Contents

Contents......Page 6
Acknowledgments......Page 7
Introduction......Page 8
1 A Passive Audience? Structuralist and Effects Studies......Page 14
2 The Active Audience: Speaking Subjects......Page 36
3 Perceiving is Believing: From Phenomenology to Media User Theory......Page 53
4 Meanings Are Ours: Reader Response and Audience Studies......Page 66
5 The Projecting Audience: From Cinema to Cellphone......Page 81
6 A Phenomenology of Phone Use: Pervasive Play and the Ludification of Culture......Page 101
7 Selling on Screen: From Media Hermeneutics to Marketing Communication......Page 119
8 Buying Brandscapes: A Phenomenology of Perception and Purchase......Page 137
9 Consumer-Citizens: Crossing Cultures in Cyberspace......Page 153
Conclusion: Media User Theory:Going Beyond Accumulation of Audiences......Page 180
References......Page 183
Index......Page 211