Audience Analysis

The word audience has long been familiar as the collective term for the receivers in the model of mass communication process (source channel message receiver effect). It is a term that is understood by media practitioners and theorists alike and has entered into everyday usage; however there is much room for differences of meaning misunderstandings and theoretical conflicts. 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.