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(guān)鍵概念。盡管當今的學術(shù)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(guān)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(lǐng)城中的學生和老師進一步理解受眾分析的基本原理、結(jié)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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