Audience Analysis

By:

Denis McQuail

Format:

Paperback / softback

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Description

The concept of "the media audience" is examined in this book in terms of its history and its place in present day media theory and research. It describes and explains the main types of audience, alternative theories about the audience, and the main traditions and fields of audience research, and looks at the contrast between the social scientific and humanistic approaches. The views "from the audience" and "from the media" are balanced, with research findings summarized and the impact of new media developments, including transnationalization and interactive technology, assessed.

Author Biography:

Denis McQuail (1935-2017) was Emeritus Professor at the School of Communication Research (ASCOR) University of Amsterdam and Visiting Professor in the Department of Politics at the University of Southampton. He studied history and sociology at the University of Oxford and received his Ph.D. from the University of Leeds. He is an Honorary Doctor of the University of Gent. He has published widely in the field of media and communication, with particular reference to audience research, media policy and performance, and political communication. His most recent book publication is McQuail′s Media and Mass Communication Theory, 7th edition., SAGE, 2020, co-authored by Mark Deuze.

Release date Australia

August 13th, 1997

Author

Denis McQuail

Audience

Professional & Vocational

Pages

176

Dimensions

152x229x10

ISBN-13

9780761910022

Product ID

2453783

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