The Mass Audience: Rediscovering the Dominant ModelL. Erlbaum Associates, 1997 - 158 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. USE LAST TWO PARAGRAPHS ONLY FOR GENERAL CATALOGS... 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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Página 28
... average American watches about 4 hours of television a day , and listens to the radio for roughly 3 hours . These , of course , are only averages . Some people use a medium much more than the average , others much less ( Paik & Marzban ...
... average American watches about 4 hours of television a day , and listens to the radio for roughly 3 hours . These , of course , are only averages . Some people use a medium much more than the average , others much less ( Paik & Marzban ...
Página 58
... average cost to reach 1,000 households in a market ( the household CPM ) in prime time . These CPMs were calculated ... average of $ 23.29 to reach 1,000 homes in the market . The unit cost of the commercial will depend on the size of ...
... average cost to reach 1,000 households in a market ( the household CPM ) in prime time . These CPMs were calculated ... average of $ 23.29 to reach 1,000 homes in the market . The unit cost of the commercial will depend on the size of ...
Página 85
... average percent of repeat viewing as determined by the Barwise ( 1986 ) translation . Initially , there were four independent variables : ( a ) the average household rating per telecast , as reported by Nielsen , which TABLE 5.2 Repeat ...
... average percent of repeat viewing as determined by the Barwise ( 1986 ) translation . Initially , there were four independent variables : ( a ) the average household rating per telecast , as reported by Nielsen , which TABLE 5.2 Repeat ...
Contenido
The Concept of Mass Audience | 1 |
Mass Audience Behavior | 23 |
The Audience Commodity | 48 |
Derechos de autor | |
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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 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 |
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 effects media environment media offerings media theory national spot Nielsen Nielsen Media Research number of channels 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