Understanding Media Users by Tony Wilson

Focuses on the blurred concept of the 'active audience' at the core of media studies. This work examines the relationship between media and audiences. It provides a history of media effects' and an overview of the analytical approaches that constitute media reception theory. Top page

Complete description

"Understanding Media Users: From Theory to Practice" focuses on the blurred concept of the "active audience" at the core of media studies. This work: 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; and, concludes with additional insights into the future of media reception in a global age. Top page

General info

Publisher & Imprint: Wiley-Blackwell (an imprint of John Wiley & Sons Ltd)

City: Chicester

Pages: 232

More info: height 231 mm width 157 mm weight 346 gr thickness 13 mm

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Age recommended: College/higher education

Subject Indexing & Classification Dewey: 302.23 Library of Congress Subject: Mass media - Audiences

Summary Understanding Media Users 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. Top page

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