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Audience analysis /
In Audience Analysis, author Denis McQuail provides a coherent and succinct account of the concept "media audience" in terms of its history and its place in present-day media theory and research. He describes and explains the main types of audience, alternative theories about the audience,...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Thousand Oaks, Calif. :
Sage Publications,
©1997.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | In Audience Analysis, author Denis McQuail provides a coherent and succinct account of the concept "media audience" in terms of its history and its place in present-day media theory and research. He describes and explains the main types of audience, alternative theories about the audience, and the main traditions and fields of audience research. This informative volume explains the contrast between social scientific and humanistic approaches and gives due weight to the view "from the audience" as well as the view "from the media." It summarizes key research findings and assesses the impact of new media developments, especially transnationalization and new interactive technology Finally, the volume concludes with an evaluation of the continued relevance of the audience concept under conditions of rapid media change. Providing both an overview of past research and a guide to current thinking, Audience Analysis will be enlightening to academics and students in the fields of mass communication and media studies. |
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| Descripción Física: | 1 online resource (x, 166 pages) : illustrations |
| Bibliografía: | Includes bibliographical references (pages 151-161) and index. |
| ISBN: | 9781452263601 1452263604 9781452233406 1452233403 1322416044 9781322416045 1506339239 9781506339238 |