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. |
Dentro del libro
Resultados 1-3 de 38
Página 17
... offers an opportunity , real or imagined , to orchestrate media effects . By exposing people to their message ... offer a parsimonious way to delimit , if not determine , media effects . Even Katz and Lazarsfeld ( 1955 ) were ...
... offers an opportunity , real or imagined , to orchestrate media effects . By exposing people to their message ... offer a parsimonious way to delimit , if not determine , media effects . Even Katz and Lazarsfeld ( 1955 ) were ...
Página 100
... offering the tantalizing prospect of video on demand . Because one of the recurring themes of this book is that media structures have a powerful impact on audience behavior , a review of changes in the media environment seems an ...
... offering the tantalizing prospect of video on demand . Because one of the recurring themes of this book is that media structures have a powerful impact on audience behavior , a review of changes in the media environment seems an ...
Página 122
... offering specialized content to narrowly targeted populations , interest in disaggregating the mass is likely to grow ... offer equally useful insights . The high visibility of network ratings sometimes obscures the existence of local ...
... offering specialized content to narrowly targeted populations , interest in disaggregating the mass is likely to grow ... offer equally useful insights . The high visibility of network ratings sometimes obscures the existence of local ...
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