Investigating Audiences

Picking up on some of the themes developed in his critically acclaimed bookUnderstanding Audiences SAGE 2000 this new book on audience researchfocuses on qualit... » 

Picking up on some of the themes developed in his critically acclaimed bookUnderstanding Audiences SAGE 2000 this new book on audience researchfocuses on qualitative methods and will draw upon students own mediaexperience.The book is divided into chapters that deal with audience research in terms ofconcepts and topics. Regarding concepts Investigating Audiences is firmlygrounded within interpretive approaches to studying viewers readers andlisteners.Further to this the book looks at the different ways in which media influencecan be accessed and the attendant methodological consequences. These issues arethen applied to a survey of recent scholarship on a variety of topics such asviolence pornography video gaming and children and advertising.Investigating Audiences will be very useful for undergraduates in mediastudiesmass communications courses containing qualitative research componentsand dealing with cultural studies themes and approaches to audience studies. «