Tony Wilson

Understanding Media Users

From Theory to Practice

• Broschiertes Buch

Produktbeschreibung

Understanding Media Users: From Theory to Practice focuses on the blurred concept of the "active audience" at the core of media studies. Charting the complex terrain of screen reception theory and applied research, this new volume offers wide-ranging criticism of media effects. It highlights connections and contrasts between European communications and US consumer theory, reading books and using screens, philosophy and new media research, and between the process and politics of viewing. A philosophically informed pointer to the diverse thinking on audiences that has emerged over the past quarter century, Understanding Media Users is also a guide to qualitative investigation through focus groups and student-conducted interviews. Crossing cultures and generations, and enriched by Asian perspectives, the book examines Western hypotheses on media use.

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Produktdetails

• Verlag: Wiley
• Seitenzahl: 232
• Erscheinungstermin: 1. September 2008
• Englisch
• Abmessung: 231mm x 154mm x 17mm
• Gewicht: 358g
• ISBN-13: 9781405155670
• ISBN-10: 1405155671
• Artikelnr.: 25435975

Autorenporträt

Tony Wilson is Associate Professor, Faculty of Economics and Business, at University Malaysia Sarawak, and Associate Research Fellow, Global Cities Institute, at the Royal Melbourne Institute of Technology.

Inhaltsangabe

Acknowledgments vi
Introduction 1
1 A Passive Audience? Structuralist and Effects Studies 7
2 The Active Audience: Speaking Subjects 29
3 Perceiving is Believing: From Phenomenology to Media User Theory 46
4 Meanings Are Ours: Reader Response and Audience Studies 59
5 The Projecting Audience: From Cinema to Cellphone 74
6 A Phenomenology of Phone Use: Pervasive Play and the Ludification of
Culture 94
7 Selling on Screen: From Media Hermeneutics to Marketing Communication 112
8 Buying Brandscapes: A Phenomenology of Perception and Purchase 130
9 Consumer-Citizens: Crossing Cultures in Cyberspace 146
Conclusion: Media User Theory: Going Beyond Accumulation of Audiences 173
References 176
Index 204

Rezensionen

"I admire Wilson's synthetic approach to audience study andthe attention he gives to the burgeoning field of cell phones,computer screens, and video games since in the past most audiencestudy material has been focused on film and television."(PsycCRITIQUES, March 2009)

"As a pioneering study of phenomenological media analysis... Wilson's book serves as a useful introduction to thisemerging field of research, as well as offering a brief andscathing overview of the wider context of audience studies in whichhis work is situated. As such, the book will be of interest toscholars from a wide variety of fields and disciplines." (M/CReviews, February 2009)"In this lively and original book, Tony Wilson captures the manycritical claims and contestations that have shaped the field ofaudience research, bringing the story up to date with aphenomenological analysis of mass and personalised media usersacross the globe."
-Professor Sonia Livingstone, London School ofEconomics and Political Science

"Tony Wilson is one of the pioneers of phenomenological mediaanalysis. In this book, he develops a distinctive media-usertheory, engaging with important issues of philosophy andmethod."
-Professor Shaun Moores, Centre for Research in Mediaand Cultural Studies, University of Sunderland