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BeschreibungHow do young audiences play with the cultural spectacle offered by reality shows like Big Brother? How does interactive media influence learning the process in educational and everyday settings? How can corporate communicators address their ethical commitment more effectively to the general public? And is there a link between television viewing and violent behavior? Researching Audiences is a practical hands-on guide to the main types of empirical fieldwork that have established themselves in academic, policy, and commercial research. It will help you explore what audience members do with the media, how they make sense of the media, and how the media may influence social affairs from the micro to the macro level.
InhaltsverzeichnisPart 1 Approaching the media audience: the relevance of audience research; what is an audience?; audience research - a brief history. Part 2 Survey research on audiences: survey research in practice - an eye-opening case study; survey research - defining the field; the toolbox of survey research about media audiences. Part 3 Experimental research on audiences: experimental research in practice - an eye-opening case study; experimental research - defining the field; the toolbox of experimental research about media audiences. Part 4 Reception research: reception research in practice - an eye-opening case study; reception research - defining the field; the toolbox of reception research. Part 5 Media ethnography: media ethnography in practice - an eye-opening case study; media ethnography - defining the field; the toolbox of media ethnography. Part 6 Future horizons of media audience research - towards a common toolbox?
PortraitKim Schroder is Professor at the Centre for User-Oriented Communication Research, Roskilde University, Denmark. Kirsten Drotner is Professor at the Centre for Media Studies, University of Southern Denmark. Stephen Kline is Professor at the School of Communication, Simon Fraser University, British Columbia, Canada. Catherine Murray is Associate Professor at the School of Communication, Simon Fraser University, British Columbia, Canada.
Pressestimmen'An enormously knowledgeable, highly detailed and well-exemplified study of the several traditions of research that have historically helped form audience studies...an exceptionally valuable book.' Particip@tions
Untertitel: 'Arnold Publication'. New. Sprache: Englisch.
Verlag: BLOOMSBURY ACADEMIC
Erscheinungsdatum: Juni 2003
Seitenanzahl: 256 Seiten