Understanding Media Users (E-Book) von Tony Wilson

Acknowledgments vi

Introduction 1

1 A Passive Audience? Structuralist and Effects Studies 7

2 The Active Audience: Speaking Subjects 29

3 Perceiving is Believing: From Phenomenology to Media User Theory 46

4 Meanings Are Ours: Reader Response and Audience Studies 59

5 The Projecting Audience: From Cinema to Cellphone 74

6 A Phenomenology of Phone Use: Pervasive Play and the Ludification of Culture 94

7 Selling on Screen: From Media Hermeneutics to Marketing Communication 112

8 Buying Brandscapes: A Phenomenology of Perception and Purchase 130

9 Consumer-Citizens: Crossing Cultures in Cyberspace 146

Conclusion: Media User Theory: Going Beyond Accumulation of Audiences 173

References 176

Index 204

• examines the relationship between media and audiences by one of the worlds leading media scholars
• provides a history of media effects and an overview of the current analytical approaches that constitute media reception theory
• charts some of the most important interfaces of media reception and interaction - TV, film, the Internet, advertising, journalism, and tourism studies
• concludes with additional insights into the future of media reception in a global age