 Understanding Media Users
ISBN: 978-1-4051-5567-0
Paperback
232 pages
September 2008, Wiley-Blackwell
US $39.95
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Acknowledgments.
Introduction.
1. A Passive Audience?: Structuralist and Effects Studies.
2. The Active Audience: Speaking Subjects.
3. Perceiving is Believing: From Phenomenology to Media User Theory.
4. Meanings are Ours: Reader Response and Audience Studies.
5. The Projecting Audience: From Cinema to Cellphone.
6. A Phenomenology of Phone Use: Pervasive Play and the Ludification of Culture.
7. Selling on Screen: From Media Hermeneutics to Marketing Communication.
8. Buying Brandscapes: A Phenomenology of Perception and Purchase.
9. Consumer-Citizens: Crossing Cultures in Cyberspace.
Conclusion: Media User Theory Going Beyond Accumulation of Audiences.
Introduction.
1. A Passive Audience?: Structuralist and Effects Studies.
2. The Active Audience: Speaking Subjects.
3. Perceiving is Believing: From Phenomenology to Media User Theory.
4. Meanings are Ours: Reader Response and Audience Studies.
5. The Projecting Audience: From Cinema to Cellphone.
6. A Phenomenology of Phone Use: Pervasive Play and the Ludification of Culture.
7. Selling on Screen: From Media Hermeneutics to Marketing Communication.
8. Buying Brandscapes: A Phenomenology of Perception and Purchase.
9. Consumer-Citizens: Crossing Cultures in Cyberspace.
Conclusion: Media User Theory Going Beyond Accumulation of Audiences.
