對受眾的觀察有什么變化嗎？
在分級調(diào)查中，受眾是如何被分離了開來？
二十一世紀的受眾研究將會是怎樣？
“受眾”是媒介文化研究中的一個關鍵概念。盡管當今的學術潮流不再認為大眾群體可能共享一定的目標或者利益，但是仍有必要去探究受眾行為的各種不同方式，包括他們對于媒介的理解以及他們與媒介之間的互動關系。
《批判性讀本：媒介與受眾》匯集了受眾和媒介研究史上的一些重要發(fā)展和影響至今的重要研究。
該讀本將有助于媒介、電影和文化研究領城中的學生和老師進一步理解受眾分析的基本原理、結論和模式。
NOTES ON CONTRIBUTORS
FOREWORD
ACKNOWLEDEMENTS
INTRODUCTION
PART I THE STUDY OF ACTIVE AUDIENCES
MOVIE LEADERS
VIEWERS' REACTIONS
UTILIZATION OF MASS COMMUNICATION BY THE INDIVIDUAL
ENCODING/DECODING
NEWS WE CAN USE: AN AUDIENCE PERSPECTIVE ON THE TABLOIDISATION OF NEWS
IN THE UNITED STATES
CRITICAL READINGS: MEDIA AND AUDIENCES
THE OPINION POLLS: STILL BIASED TO BLAIR
PART II AUDIENCE COMHUNITIES, SEGHENTS AND COMMODITIES
GOOD AND BAD PRACTICE IN FOCUS GROUP RESEARCH NOTES ON CONTRIBUTORS
FOREWORD
ACKNOWLEDEMENTS
INTRODUCTION
PART I THE STUDY OF ACTIVE AUDIENCES
MOVIE LEADERS
VIEWERS' REACTIONS
UTILIZATION OF MASS COMMUNICATION BY THE INDIVIDUAL
ENCODING/DECODING
NEWS WE CAN USE: AN AUDIENCE PERSPECTIVE ON THE TABLOIDISATION OF NEWS
IN THE UNITED STATES
CRITICAL READINGS: MEDIA AND AUDIENCES
THE OPINION POLLS: STILL BIASED TO BLAIR
PART II AUDIENCE COMHUNITIES, SEGHENTS AND COMMODITIES
GOOD AND BAD PRACTICE IN FOCUS GROUP RESEARCH
ALL CARS: RADIO, RECEPTION AND DISCOURSES OF DISABILITY
TRANSNATIONAL COMMUNICATIONS AND DIASPORA COMMUNITIES
CHILDREN AND ILLEVISION: A CRITICAL OVERVIEW OF THE RESEARCH
RATINGS ANALYSIS IN ADVERTISING
HEADS OF HOUSEHOLD AND LADIES OF THE NOUSE: GENDER, GENRE AND
BROADCAST RATINGS 1929-1990
PART III IHTERACTIVE AUDIENCES: CANS, CULTURAL PRODUCTION AND NEW
HEDIA
IMPROVISING ELVIS, MARILYN AND HICKEY MOUSE
TUNE IN TOMORROW
STORIES OF PLACFS AND WAYS OF BEING
GAMERS AS CO-CREATORS: ENLISTING THE VIRTUAL AUDIENCE- A REPORT FROM THE
NETEACE
INTERACTIVE AUDIENCES?
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