Understanding Media Users

Understanding Media Users: From Theory to Practice focuses on the blurred concept of the "active audience" at the core of media studies. * 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

ISBN	1405155671	Pages	232
ISBN13	9781405155670 (What's this?)	Volumes	1
Publisher	John Wiley and Sons Ltd	Weight (grammes)	346
Imprint	Wiley-Blackwell (an imprint of John Wiley & Sons Ltd)	Published in	Chicester
Format	Paperback	Height (mm)	231
Publication date	29 Aug 2008	Width (mm)	157
Library of Congress	2008005945	Spine width (mm)	13
DEWEY	302.23	Academic level	Tertiary education
DEWEY edition	DC22

	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

"I admire Wilson's synthetic approach to audience study and the attention he gives to the burgeoning field of cell phones, computer screens, and video games since in the past most audience study 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 this emerging field of research, as well as offering a brief and scathing overview of the wider context of audience studies in which his work is situated. As such, the book will be of interest to scholars from a wide variety of fields and disciplines." (M/C Reviews, February 2009)

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