Understanding Media Users: 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. Charting the complex terrain of screen reception theory and applied research, this new volume offers wide–ranging criticism of media effects. It highlights connections and contrasts between European communications and US consumer theory, reading books and using screens, philosophy and new media research, and between the process and politics of viewing.
A philosophically informed pointer to the diverse thinking on audiences that has emerged over the past quarter century, Understanding Media Users is also a guide to qualitative investigation through focus groups and student–conducted interviews. Crossing cultures and generations, and enriched by Asian perspectives, the book examines Western hypotheses on media use.

Spis treści:
Acknowledgments.
Introduction.
1. A Passive Audience?: Structuralist and Effects Studies.
2. The Active Audience: Speaking Subjects.
3. Perceiving is Believing: From Phenomenology to Media User Theory.
4. Meanings are Ours: Reader Response and Audience Studies.
5. The Projecting Audience: From Cinema to Cellphone.
6. A Phenomenology of Phone Use: Pervasive Play and the Ludification of Culture.
7. Selling on Screen: From Media Hermeneutics to Marketing Communication.
8. Buying Brandscapes: A Phenomenology of Perception and Purchase.
9. Consumer–Citizens: Crossing Cultures in Cyberspace.
Conclusion: Media User Theory Going Beyond Accumulation of Audiences.


Nota biograficzna:
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.

Okładka tylna:
Understanding Media Users: From Theory to Practice focuses on the blurred c oncept of the "active audience" at the core of media studies. Charting the complex terrain of screen reception theory and applied research, this new volume offers wide–ranging criticism of media effects. It highlights connections and contrasts between European communications and US consumer theory, reading books and using screens, philosophy and new media research, and between the process and politics of viewing.
A philosophically informed pointer to the diverse thinking on audiences that has emerged over the past quarter century, Understanding Media Users is also a guide to qualitative investigation through focus groups and student–conducted interviews. Crossing cultures and generations, and enriched by Asian perspectives, the book examines Western hypotheses on media use.