The Mass Audience: Rediscovering the Dominant ModelRoutledge, 2013 M11 5 - 174 páginas In the early 20th century, a new and distinctive concept of the audience rose to prominence. The audience was seen as a mass -- a large collection of people mostly unknown to one another -- that was unified through exposure to media. This construct offered a pragmatic way to map audiences that was relevant to industry, government, and social theorists. In a relatively short period of time, it became the dominant model for studying the audience. Today, it is so pervasive that most people simply take it for granted. Recently, media scholars have reopened inquiry into the meaning of "audience." They question the utility of the mass audience concept, characterizing it as insensitive to differences among audience members inescapably bound up with discredited notions of mass society, or serving only a narrow set of industrial interests. The authors of this volume find that these assertions are often false and unwarranted either by the historical record or by contemporary industry practice. Instead, they argue for a rediscovery of the dominant model by summarizing and critiquing the very considerable body of literature on audience behavior, and by demonstrating different ways of analyzing mass audiences. Further, they provide a framework for understanding the future of the audience in the new media environment, and suggest how the concept of mass audience can illuminate research on media effects, cultural studies, and media policy. |
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... Characteristics of Old Media 100 Media Content Is Uniform 100 Content Is Uncorrelated With Channels 101 Content Is Universally Available 102 Characteristics of New Media 102 Content Is Diverse 102 Content Is Correlated With Channels 104 ...
... Characteristics of Old Media 100 Media Content Is Uniform 100 Content Is Uncorrelated With Channels 101 Content Is Universally Available 102 Characteristics of New Media 102 Content Is Diverse 102 Content Is Correlated With Channels 104 ...
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... brought advertising to newspapers now brought it to broadcasting. Almost overnight, radio became an advertiser-supported medium, free to listeners and intent on increasing its circulation. Such characteristics 3 THE CONCEPT OF MASS ...
... brought advertising to newspapers now brought it to broadcasting. Almost overnight, radio became an advertiser-supported medium, free to listeners and intent on increasing its circulation. Such characteristics 3 THE CONCEPT OF MASS ...
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... been invented and the stage was set to study the mass media audience as a knowable entity in its own right. This entity was far more malleable and predictable than any. Such characteristics hardly 4 CHAPTER 1 Statistical Thinking.
... been invented and the stage was set to study the mass media audience as a knowable entity in its own right. This entity was far more malleable and predictable than any. Such characteristics hardly 4 CHAPTER 1 Statistical Thinking.
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... were published (Beniger, 1986). For those who studied the media audience, the 1930s were something of a. Such characteristics hardly suggest 5 THE CONCEPT OF MASS AUDIENCE The Mass Audience Concept Takes Hold Audience Measurement.
... were published (Beniger, 1986). For those who studied the media audience, the 1930s were something of a. Such characteristics hardly suggest 5 THE CONCEPT OF MASS AUDIENCE The Mass Audience Concept Takes Hold Audience Measurement.
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Contenido
1 | |
2 Mass Audience Behavior | 23 |
3 The Audience Commodity | 48 |
4 Inheritance Effects | 67 |
5 Repeat Viewing | 79 |
6 Television News Audiences | 91 |
7 The New Media Environment | 99 |
8 The Mass Audience in Media Theory | 115 |
References | 135 |
Author Index | 151 |
Subject Index | 155 |
Otras ediciones - Ver todas
The Mass Audience: Rediscovering the Dominant Model James Webster,Patricia F. Phalen Vista previa limitada - 2013 |
The Mass Audience: Rediscovering the Dominant Model James G. Webster,Patricia F. Phalen Vista de fragmentos - 1997 |
The Mass Audience: Rediscovering the Dominant Model James G. Webster,Patricia F. Phalen Vista de fragmentos - 1997 |
Términos y frases comunes
A.C. Nielsen advertising aggregate analysis argued audi audience availability audience duplication audience factors audience flow audience fragmentation audience members audience polarization audience research audience theory average cable penetration channel loyalty chapter characteristics commercial consumer correlation critical dayparts diary diverse double jeopardy economic Ehrenberg ence feature of audience Goodhardt Headen households independent variables individual inheritance effects interest large numbers Lazarsfeld level of audience levels of repeat mass audience behavior mass audience concept mass audience thinking mass behavior mass media mass society media economics media effects media environment media offerings media theory national spot Nielsen Nielsen Media Research old media Owen & Wildman patterns of audience patterns of exposure Phalen Poltrack predict preferences program choice program scheduling program type radio relationship repeat viewing reported segments significant social standard error stations structural factors studies television audience theoretical theory VCRs viewers Webster & Lichty Webster & Wakshlag