Series Editor's Preface.

Acknowledgments.

Introduction (Virginia Nightingale).

Part I Being Audiences.

1 Readers as Audiences (Wendy Griswold, Elizabeth Lenaghan, and Michelle Naffziger).

2 Listening for Listeners: The Work of Arranging How Listening Will Occur in Cultures of Recorded Sound (Jackie Cook).

3 Viewing (Shawn Shimpach).

4 Search and Social Media (Virginia Nightingale).

5 Spreadable Media: How Audiences Create Value and Meaning in a Networked Economy (Joshua Green and Henry Jenkins).

6 Going Mobile (Gerard Goggin).

Part II Theorizing Audiences.

7 Audiences and Publics, Media and Public Spheres (Richard Butsch).

8 The Implied Audience of Communications Policy Making: Regulating Media in the Interests of Citizens and Consumers (Sonia Livingstone and Peter Lunt).

9 New Configurations of the Audience? The Challenges of User-Generated Content for Audience Theory and Media Participation (Nico Carpentier).

10 The Necessary Future of the Audience … and How to Research It (Nick Couldry).

11 Reception (Cornel Sandvoss).

12 Affect Theory and Audience (Anna Gibbs).

Part III Researching Audiences.

13 Toward a Branded Audience: On the Dialectic between Marketing and Consumer Agency (Adam Arvidsson).

14 Ratings and Audience Measurement (Philip M. Napoli).

15 Quantitative Audience Research: Embracing the Poor Relation (David Deacon and Emily Keightley).

16 Media Effects in Context (Brian O'Neill).

17 Cultivation Analysis and Media Violence (Andy Ruddock).

18 Creative and Visual Methods in Audience Research (Fatimah Awan and David Gauntlett).

19 Locating Media Ethnography (Patrick D. Murphy).

Part IV Doing Audience Research.

20 Children's Media Cultures in Comparative Perspective (Sonia Livingstone and Kirsten Drotner).

21 Fan Cultures and Fan Communities (Kristina Busse and Jonathan Gray).

22 Beyond the Presumption of Identity? Ethnicities, Cultures, and Transnational Audiences (Mirca Madianou).

23 Participatory Vision: Watching Movies with Yolngu (Jennifer Deger).

24 The Audience Is the Show (Annette Hill).

25 Seeking the Audience for News: Response, News Talk, and Everyday Practices (S. Elizabeth Bird).

26 Sport and Its Audiences (David Rowe).

Index.