Audience Analysis

`The book is essentially for a student of mass communication or may be of interest to the communications expert into communications reserach, theory or operations research. The author addresses a specific "audience" and does it to perfection with a simple very readable presentation′ - The Economic Times Denis McQuail provides a coherent and succinct account of the concept of `media audience′ in terms of its history and its place in present-day media theory and research. McQuail describes and explains the main types of audience and the main traditions and fields of audience research. Audience Analysis explains the contrast between social scientific and humanistic approaches and gives due weight to the view `from the audience′ as well as the view `from the media′. McQuail summarizes key research findings and assesses the impact of new media developments, especially transnationalization and new interactive technology. The book concludes with an evaluation of the continued relevance of the audience concept under conditions of rapid media change. Audience Analysis provides both an overview of past research and a guide to current thinking. In Audience Analysis, Author Denis Mcquail Provides A Coherent And Succinct Account Of The Concept Media Audience In Terms Of Its History And Its Place In Present-day Media Theory And Research. He Describes And Explains The Main Types Of Audience, Alternative Theories About The Audience, And The Main Traditions And Fields Of Audience Research. This Informative Volume Explains The Contrast Between Social Scientific And Humanistic Approaches And Gives Due Weight To The View From The Audience As Well As The View From The Media. It Summarizes Key Research Findings And Assesses The Impact Of New Media Developments, Especially Transnationalization And New Interactive Technology. Finally, The Volume Concludes With An Evaluation Of The Continued Relevance Of The Audience Concept Under Conditions Of Rapid Media Change. Providing Both An Overview Of Past Research And A Guide To Current Thinking, Audience Analysis Will Be Enlightening To Academics And Students In The Fields Of Mass Communication And Media Studies. 1. A Concept With A History -- 2. The Audience In Communication Theory And Research -- 3. Typologies Of Audience -- 4. Questions Of Media Reach -- 5. Principles Of Audience Formation And Continuity -- 6. Audience Practices: Social Uses Of The Media -- 7. Communicator-audience Relations -- 8. The Audience In Flux -- 9. The Future Of The Audience Concept. Denis Mcquail. Includes Bibliographical References (p. 151-161) And Index. The word audience has long been familiar as the collective term for the'receivers'in the model of mass communication process (source, channel, message, receiver, effect). It is a term that is understood by media practitioners and theorists alike and has entered into everyday usage; however, there is much room for differences of meaning, misunderstandings, and theoretical conflicts. In Audience Analysis, author Denis McQuail provides a coherent and succinct account of the concept'media audience'in terms of its history and its place in present-day media theory and research. He describes and explains the main types of audience, alternative theories about the audience, and the main traditions and fields of audience research. This informative volume explains the contrast between social scientific and humanistic approaches and gives due weight to the view'from the audience,'as well as the view'from the media.'It summarizes key research findings and assesses the impact of new media developments, especially transnationalization and new interactive technology. Finally, the volume concludes with an evaluation of the continued relevance of the audience concept under conditions of rapid media change. Providing both an overview of past research and a guide to current thinking, Audience Analysis will be enlightening to academics and students in the fields of mass communication and media studies. The concept of "the media audience" is examined in this book in terms of its history and its place in present day media theory and research. It describes and explains the main types of audience, alternative theories about the audience, and the main traditions and fields of audience research, and looks at the contrast between the social scientific and humanistic approaches. The views "from the audience" and "from the media" are balanced, with research findings summarized and the impact of new media developments, including transnationalization and interactive technology, assessed Cover 1 Contents 6 Preface 10 Chapter 1 - A Concept with a History 12 Chapter 2 - The Audience in Communication Theory and Research 23 Chapter 3 - Typologies of Audience 36 Chapter 4 - Questions of Media Reach 54 Chapter 5 - Principles of Audience Formation and Continuity 76 Chapter 6 - Audience Practices: Social Uses of the Media 98 Chapter 7 - Communicator-Audience Relations 120 Chapter 8 - The Audience in Flux 138 Chapter 9 - The Future of the Audience Concept 153 References 162 Index 173 About the Author 177 In this account Denis McQuail analyzes the concept 'media audience' in terms of its history and its place in present day media theory and research. It summarizes key research findings and assesses the impact of new media developments