The Mass Audience: Rediscovering the Dominant Model (Communication Series) - Softcover

Webster, James

Softcover

ISBN 10: 0805823050 ISBN 13: 9780805823059

Verlag: Routledge, 1996

Inhaltsangabe

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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Über die Autorin bzw. den Autor

James Webster, Patricia F. Phalen

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 1996
• Sprache: Englisch
• ISBN 10: 0805823050
• ISBN 13: 9780805823059
• Einband: Taschenbuch
• Anzahl der Seiten: 174
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