Media Audiences

Couverture
SAGE, 2013 - 263 pages
Whether we are watching TV, surfing the Internet, listening to our iPods, or reading a novel, we are all engaged with media as a member of an audience. Despite the widespread use of this term in our popular culture, the meaning of the "audience" is complex, and it has undergone significant historical shifts as new forms of mediated communication have developed from print, telegraphy, and radio to film, television, and the Internet.

Media Audiences explores the concept of media audiences from four broad perspectives: as "victims" of mass media, as market constructions & commodities, as users of media, and as producers & subcultures of mass media. The goal of the text is for students to be able to think critically about the role and status of media audiences in contemporary society, reflecting on their relative power in relation to institutional media producers.

 

Pages sélectionnées

Table des matières

CHAPTER 1 HISTORY AND CONCEPT OF THE AUDIENCE
1
Situating the Audience Concept
2
Constructionism and the Notion of the Audience
5
Three Models of the Audience
6
History of Early Audiences
8
Print and the Shift Toward Mediated Audiences
11
Liberalism Democratic Participation and Crowds in the 19th Century
12
Motion Pictures and the Rise of the Mass Audience
15
Refocusing on Audience Power
128
Additional Materials
129
Reference
130
CHAPTER 6 INTERPRETING AND DECODING MASS MEDIA TEXTS
133
Overview of the Chapter
135
Interpretation and Semiotics
136
Ideology Screen Theory and The Critical Paradigm
138
The Birmingham School and The EncodingDecoding Model
140

Audiences and Notions of Power
16
What Is Power?
18
Constructingaudiences Through History and Theory
19
Discussion Activities
20
Additional Materials
21
SECTION 1 AUDIENCES AS OBJECTS
23
CHAPTER 2 EFFECTS OF MEDIA MESSAGES
25
Overview of the Chapter
26
Charles Horton Cooley and the Emergence of Sociology
27
Hugo Münsterberg and Mass Suggestibility
28
Mass Society Theory and The Payne Fund Studies
30
The Payne Fund Studies 19291932
31
Consequences of the Payne Fund Studies
33
The War of the Worlds Broadcast 1938
34
Cantrils Study of Mass Panic among Radio Audiences
35
Early Concerns With Mass Persuasion
36
World War II Communication Research
37
The Rise of The Limited Effects Paradigm
39
The Peoples Choice 1944 and Personal Influence 1955
42
Effects of Media Violence
44
LongTerm Media Effects and Cultivation Theory
46
Enduring Concern Over Media Effects
47
Discussion Activities
48
Additional Materials
49
SECTION 2 AUDIENCES AS INSTITUTIONAL CONSTRUCTIONS
53
CHAPTER 3 PUBLIC OPINION AND AUDIENCE CITIZENSHIP
55
Overview of the Chapter
56
GrecoRoman Notions of Public Opinion
57
Feudal Europe and the Representative Public Sphere
58
The 18thCentury Enlightenment and the Bourgeois Public Sphere
59
Quantification of Public Opinion in the 19th Century
61
The Rise of Surveys in the 20th Century
62
Sampling and Survey Participation
63
Data Gathering and Survey Design
64
Public Opinion Organizations
65
Public Opinion and The Limits of Audience Constructions
66
Surveys and the Manufacture of Public Opinion
67
How News Shapes Public Opinion
69
Opinion Polling and the News Media
71
The Construction of Public Opinion and Its Implications for Democracy
72
Discussion Activities
73
Additional Materials
74
CHAPTER 4 MEDIA RATINGS AND TARGET MARKETING
77
Overview of the Chapter
78
Political Economy and The Commodity Audience
80
Dallas W Smythe and the Blindspot Debate
81
Ratings and The Construction of The Audience Product
82
The Ratings System
83
Audience Research and the Ratings
84
Constructing the Nielsen Sample
86
Diaries Household Meters Peoplemeters and PPMs
90
Online Audience Measures
93
Assigning Market Value to Mass Audiences
95
The Role of Psychographic and Lifestyle Measurements in Targeted Marketing Appeals
97
Minority Audiences Struggle With Big Media
98
how effective is institutional control over audiences?
100
Discussion Activities
101
Additional Materials
102
SECTION 3 AUDIENCES AS ACTIVE USERS OF MEDIA
105
CHAPTER 5 USES AND GRATIFICATIONS
107
Overview of the Chapter
108
Motion Picture Autobiographies and Media Motivations in the 1920s
109
Female Radio Serial Listeners in the 1940s
110
The Uses and Gratifications Approach
113
Israeli Media and Their Uses Katz Gurevitch and Haas 1973
114
Uses and Gratifications and the Notion of Needs
115
Audience Activities and Media Motives
116
ExpectancyValue Approaches to Uses and Gratifications
120
Social Uses of Media
122
The Uses and Dependency Approach
125
Message Asymmetry and Multiple Levels of Meaning
141
Polysemy and Three Subject Positions
142
The Nationwide Audience Studies
144
Soap Operas Romances and Feminism
147
Crossroads and the Soap Opera Viewer
148
The Work of Ien Ang
149
CrossCultural Reception of Popular Media
151
Decoding American Soap TV in India
152
Open Texts and Popular Meanings
153
Intertextuality and Interpretive Communities
154
Interpretation and Audience Power
157
Discussion Activities
158
Additional Materials
159
CHAPTER 7 RECEPTION CONTEXTS AND MEDIA RITUALS
161
Overview of the Chapter
162
Notions of Space and Time
163
Time and Media Use
165
Media Reception in The Domestic Sphere
167
Housewives and Mass Media
168
Television and Gendered Technologies in the Home
169
Domestic Media Reception in the 90s and Beyond
170
Social Versus Individualized Viewing Behaviors
171
The Internet and New Media in the Home
172
Media and Everyday Life in The Domestic Context
173
Modernity and TimeSpace Distanciation
174
Media Technology and the Home
175
Media Spaces in the 21st Century
176
Another Reception Context
178
Creating Televisions High Holidays
179
Audiences in Context
182
Additional Materials
184
SECTION 4 AUDIENCES AS PRODUCERS AND SUBCULTURES
187
CHAPTER 8 MEDIA FANDOM AND AUDIENCE SUBCULTURES
189
Overview of the Chapter
191
Defining Fan Cultures
192
Fan Stereotypes
193
Fan Cultures and Interpretive Activity
195
Challenging Institutional Producers
196
Protecting Continuity and Canon
198
Star Wars Fans Define the Popular Text
201
Fans and Textual Productions
202
Textual Poaching in Action
203
The Limits of Textual Reinterpretation
206
Pierre Bourdieu and the Sociology of Cultural Consumption
207
Fans Creativity and Cultural Hierarchy
209
Discussion Activities
210
Additional Materials
211
CHAPTER 9 ONLINE INTERACTIVE AUDIENCES IN A DIGITAL MEDIA WORLD
213
Overview of the Chapter
216
Sites of Audience Agency and Creativity
218
YouTube as a Site for Participatory Culture
220
World of Warcraft as Creative Playground and Social Center
224
Wikis and Blogs
225
Wikis and the Crowdsourcing of Audience Knowledge
227
Issues Of Media Ownership Surveillance and Labor Exploitation
229
Social Media and Audience Surveillance in a Networked Environment
231
Audience Creativity and Labor Exploitation
232
Networked Creativity Meets Undercompensated Labor
233
Discussion Activities
234
Additional Materials
235
AUDIENCE AGENCY IN NEW CONTEXTS
239
Overview of the Chapter
240
The New Economics of Audience Aggregation
243
Audience Studies in a New Century
245
Additional Materials
247
Reference
248
INDEX
251
ABOUT THE AUTHOR
263
Droits d'auteur

Autres éditions - Tout afficher

Media Audiences: Effects, Users, Institutions, and Power
John L. Sullivan
Aperçu limité - 2012
Media Audiences: Effects, Users, Institutions, and Power
John L. Sullivan
Aperçu limité - 2012

Expressions et termes fréquents

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À propos de l'auteur (2013)

John L. Sullivan is Associate Professor of Media & Communication at Muhlenberg College in Allentown, PA. He earned his B.A. in German and Media Studies from Pomona College and his M.A. and Ph.D. in Communication from the Annenberg School for Communication at the University of Pennsylvania. Dr. Sullivan’s research explores the links between media industries and systems of social and economic power. More specifically, he focuses on audience constructions within media organizations, the implementation of U.S. media policies, and the political economy of cultural production. Recently, Dr. Sullivan has begun a longer-term project to study the political economy of free, open source software (F/OSS) movements.

Informations bibliographiques

TitreMedia Audiences
AuteurJohn L. Sullivan
Éditionillustrée
ÉditeurSAGE, 2013
ISBN1412970423, 9781412970426
Longueur263 pages
  
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