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The Mass Audience

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James G. Webster 作者
Lawrence Erlbaum Associates
译者
1996-11 出版日期
176 页数
USD 25.00 价格
Paperback
丛书系列
9780805823059 图书编码

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发表于2024-11-09


The Mass Audience 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

The Mass Audience 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

The Mass Audience 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024



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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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