Understanding Media Users - From Theory To Practice
商品資訊
ISBN13：9781405155663
出版社：John Wiley & Sons Inc
作者：Wilson
出版日：2008/09/05
裝訂／頁數：精裝／248頁
商品簡介
- examines the relationship between media and audiences by one of the world’s leading media scholars
- provides a history of media effects’ and an overview of the current analytical approaches that constitute media reception theory
- charts some of the most important interfaces of media reception and interaction - TV, film, the Internet, advertising, journalism, and tourism studies
- concludes with additional insights into the future of media reception in a global age
作者簡介
目次
Introduction.
1. A Passive Audience?: Structuralist and Effects Studies.
2. The Active Audience: Speaking Subjects.
3. Perceiving is Believing: From Phenomenology to Media User Theory.
4. Meanings are Ours: Reader Response and Audience Studies.
5. The Projecting Audience: From Cinema to Cellphone.
6. A Phenomenology of Phone Use: Pervasive Play and the Ludification of Culture.
7. Selling on Screen: From Media Hermeneutics to Marketing Communication.
8. Buying Brandscapes: A Phenomenology of Perception and Purchase.
9. Consumer-Citizens: Crossing Cultures in Cyberspace.
Conclusion: Media User Theory Going Beyond Accumulation of Audiences.
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