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Understanding Media Users

De
232 pages
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
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Contents
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 References Index
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