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 60
... correlation between meter methodology and CPM . The com- mon wisdom in the industry is that meters do a much better job of capturing real viewing levels . This is because they record viewing whenever the set is actually on . In contrast ...
... correlation between meter methodology and CPM . The com- mon wisdom in the industry is that meters do a much better job of capturing real viewing levels . This is because they record viewing whenever the set is actually on . In contrast ...
Página 61
... correlations indicate that there are impor- tant characteristics of the audience , measured in the aggregate , that influ- ence the price of advertising time . It was somewhat unexpected that the simple correlation between the meter ...
... correlations indicate that there are impor- tant characteristics of the audience , measured in the aggregate , that influ- ence the price of advertising time . It was somewhat unexpected that the simple correlation between the meter ...
Página 95
... correlation matrix of programming variables . There were highly significant relationships between local news ratings ... correlation was .58 ( p < .01 ) . However , when non - news programming led into local news ( n = 78 ) the ...
... correlation matrix of programming variables . There were highly significant relationships between local news ratings ... correlation was .58 ( p < .01 ) . However , when non - news programming led into local news ( n = 78 ) the ...
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