Although many digital platforms continue to appropriate and
reconfigure familiar forms of media experience, this is an
environment which no longer consistently constructs an identifiable
'mass' audience in the terms understood by twentieth century
audience researchers. The notion of 'audiencing' takes on different
characteristics within a digital environment where platforms
encourage users to upload, share and respond to content, while the
platforms themselves monetise the digital traces of this activity.
This environment demands new ways of thinking about audience and
user engagement with media technologies, and raises significant
questions on methods of conceiving and researching audience-users.
This volume addresses ongoing debates in the field of audience
research by exploring relevant conceptual and methodological issues
concerning the systematic study of digital audiences. Drawing from
work conducted by researchers based in Australia and New Zealand,
the book uses theoretical frameworks and case study material which
are of direct relevance to audience researchers globally.
General
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