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This handbook offers a comprehensive overview of the complexity and diversity of audience studies in the advent of digital media.
* Details the study of audiences and how it is changing in relation to digital media
* Recognizes and appreciates valuable traditional approaches and identifies how they can be applied to, and evolve with, the changing media world
* Offers diverse perspectives from which being an audience, theorizing audiences, researching audiences, and doing audience research are approached today
* Argues that the field works best by identifying particular 'audience problems' and applying the best theories and research methods available to solving them
* Includes contributions from some of the most outstanding international scholars in the field
List of contents
Notes on Contributors viii
Series Editor's Preface xiv
Acknowledgments xv
Introduction 1
Virginia Nightingale
Part I Being Audiences 17
1 Readers as Audiences 19
Wendy Griswold, Elizabeth Lenaghan, and Michelle Naffziger
2 Listening for Listeners: The Work of Arranging How Listening Will Occur in Cultures of Recorded Sound 41
Jackie Cook
3 Viewing 62
Shawn Shimpach
4 Search and Social Media 86
Virginia Nightingale
5 Spreadable Media: How Audiences Create Value and Meaning in a Networked Economy 109
Joshua Green and Henry Jenkins
6 Going Mobile 128
Gerard Goggin
Part II Theorizing Audiences 147
7 Audiences and Publics, Media and Public Spheres 149
Richard Butsch
8 The Implied Audience of Communications Policy Making:
Regulating Media in the Interests of Citizens and Consumers 169
Sonia Livingstone and Peter Lunt
9 New Configurations of the Audience? The Challenges of User-Generated Content for Audience Theory and Media Participation 190
Nico Carpentier
10 The Necessary Future of the Audience ... and How to Research It 213
Nick Couldry
11 Reception 230
Cornel Sandvoss
12 Affect Theory and Audience 251
Anna Gibbs
Part III Researching Audiences 267
13 Toward a Branded Audience: On the Dialectic between Marketing and Consumer Agency 269
Adam Arvidsson
14 Ratings and Audience Measurement 286
Philip M. Napoli
15 Quantitative Audience Research: Embracing the Poor Relation 302
David Deacon and Emily Keightley
16 Media Effects in Context 320
Brian O'Neill
17 Cultivation Analysis and Media Violence 340
Andy Ruddock
18 Creative and Visual Methods in Audience Research 360
Fatimah Awan and David Gauntlett
19 Locating Media Ethnography 380
Patrick D. Murphy
Part IV Doing Audience Research 403
20 Children's Media Cultures in Comparative Perspective 405
Sonia Livingstone and Kirsten Drotner
21 Fan Cultures and Fan Communities 425
Kristina Busse and Jonathan Gray
22 Beyond the Presumption of Identity? Ethnicities, Cultures, and Transnational Audiences 444
Mirca Madianou
23 Participatory Vision: Watching Movies with Yolngu 459
Jennifer Deger
24 The Audience Is the Show 472
Annette Hill
25 Seeking the Audience for News: Response, News Talk, and Everyday Practices 489
S. Elizabeth Bird
26 Sport and Its Audiences 509
David Rowe
Index 527
About the author
Virginia Nightingale held the position of Associate Professor with the School of Communication Arts at the University of Western Sydney until her retirement in 2010. Her publications include Media and Audiences: New Perspectives (with Karen Ross, 2003) and Critical Readings: Media and Audiences (with Karen Ross, 2003), and New Media Worlds: Challenges for Convergence (ed. with Tim Dwyer, 2007).
Summary
As broadcasting gives way to the digital media age, the study of audiences faces unprecedented challenges. Digital media have dramatically increased the nature and the diversity in how people can position themselves in relation to media content, and the study of audiences is shifting and changing accordingly.
Report
"This book offers helpful background readings for media research courses. Summing up: recommended."- Choice
