图书简介

Preface \\ Acknowledgments \\ Chapter 1. History and Concept of the Audience \\ What Is an Audience? \\ History of Early Audiences \\ Audiences and Notions of Power \\ Conclusion: Constructing Audiences Through History and Theory \\ Discussion Activities \\ Additional Materials \\ References \\ SECTION I. AUDIENCES AS OBJECTS \\ Chapter 2. Effects of Media Messages \\ Origins of Media Effects Theories in the Early 20th Century \\ Mass Society Theory and the Payne Fund Studies \\ The War of the Worlds Broadcast and the Direct Effects Model \\ Mass Propaganda Concerns and World War II Communication Research \\ Postwar Communication Research: The Rise of the Limited Effects Paradigm \\ Effects of Media Violence \\ Conclusion: Enduring Concern Over Media Effects \\ Discussion Activities \\ Additional Materials \\ References \\ SECTION II. AUDIENCES AS INSTITUTIONAL CONSTRUCTIONS \\ Chapter 3. Public Opinion and Audience Citizenship \\ A Brief History of Public Opinion \\ Survey Methods and the Public Opinion Industry \\ Public Opinion and the Limits of Audience Constructions \\ How News Shapes Public Opinion \\ Conclusion: The Construction of Public Opinion and Its Implications for Democracy \\ Discussion Activities \\ Additional Materials \\ References \\ Chapter 4. Media Ratings and the Political Economy of Audiences \\ The Political Economic Approach to Communication \\ Political Economy and the Commodity Audience \\ Ratings and the Construction of the Audience Product \\ Measuring Audiences: The Ratings System \\ Ratings, Market Research, and the Audience Commodity: Assigning Market Value to Mass Audiences \\ Conclusion: How Effective Is Institutional Control Over Audiences? \\ Discussion Activities \\ Additional Materials \\ References \\ SECTION III. AUDIENCES AS ACTIVE USERS OF MEDIA \\ Chapter 5. Uses and Gratifications \\ Early Examples of Uses and Gratifications in Communication Research \\ The Uses and Gratifications Approach \\ Expectancy-Value Approaches to Uses and Gratifications \\ Social Uses of Media \\ The Uses and Dependency Approach \\ Conclusion: Refocusing on Audience Power \\ Discussion Activities \\ Additional Materials \\ References \\ Chapter 6. Interpreting and Decoding Mass Media Texts \\ The Rise of Critical Cultural Studies \\ Interpretation and Semiotics \\ Ideology, Screen Theory, and the Critical Paradigm \\ The Birmingham School and the Encoding/ Decoding Model \\ The Nationwide Audience Studies \\ Gender and Media Interpretation: Soap Operas, Romances, and Feminism \\ Cross-Cultural Reception of Popular Media \\ Race, Ethnicity, and Audience Decoding: Viewers Interpret The Cosby Show \\ Open Texts and Popular Meanings \\ Intertextuality and Interpretive Communities \\ Revisiting Encoding/Decoding in the 21st Century \\ Conclusion: Interpretation and Audience Power \\ Discussion Activities \\ Additional Materials \\ References \\ Chapter 7. Reception Contexts and Media Rituals \\ Media in Context: Notions of Space and Time \\ Media Reception in the Domestic Sphere \\ Media and Everyday Life in the Domestic Context \\ Media Rituals: Another Reception Context \\ Conclusion: Audiences in Context \\ Discussion Activities \\ Additional Materials \\ References \\ SECTION IV. AUDIENCES AS PRODUCERS AND SUBCULTURES \\ Chapter 8. Media Fandom and Audience Subcultures \\ Defining Fan Cultures \\ Fan Cultures and Interpretive Activity \\ Fans and Textual Productions \\ Fans and Cultural Hierarchy: The Limits of Textual Reinterpretation \\ Conclusion: Fans, Creativity, and Cultural Hierarchy \\ Discussion Activities \\ Additional Materials \\ References \\ Chapter 9. Online, Interactive Audiences in a Digital Media World \\ Digitalization, Fragmentation, Platforms, and the Rise of Audience Autonomy \\ Big Data and Online Audience Metrics \\ Audience Agency, Creativity, and Democratic Participation \\ Crowdsourcing Media Production: Wikis and Blogs \\ Questioning Audience Power in the Networked Information Society: Issues of Media Ownership, Surveillance, and Labor Exploitation \\ Conclusion: Networked Creativity Meets Undercompensated Labor \\ Discussion Activities \\ Additional Materials \\ References \\ Chapter 10. Conclusion: Audience Studies in an Era of Datafication \\ The Rise of Mobile, Transmedia Experiences in the Post-Network Era \\ The New Economics of Audience Aggregation \\ Rediscovering Media Audiences in the 21st Century \\ Charting a Course for Audience Studies: The 2030 Agenda \\ Conclusion \\ Additional Materials \\ References \\ Index \\ About the Author

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