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The Mass Audience - Rediscovering the Dominant Model (Paperback)
Loot Price: R1,177
Discovery Miles 11 770
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The Mass Audience - Rediscovering the Dominant Model (Paperback)
Series: Routledge Communication Series
Expected to ship within 12 - 17 working days
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Total price: R1,197
Discovery Miles: 11 970
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In the early 20th century, a new and distinctive concept of the
audience rose to prominence. The audience was seen as a mass -- a
large collection of people mostly unknown to one another -- that
was unified through exposure to media. This construct offered a
pragmatic way to map audiences that was relevant to industry,
government, and social theorists. In a relatively short period of
time, it became the dominant model for studying the audience.
Today, it is so pervasive that most people simply take it for
granted.
USE LAST TWO PARAGRAPHS ONLY FOR GENERAL CATALOGS... Recently,
media scholars have reopened inquiry into the meaning of
"audience." They question the utility of the mass audience concept,
characterizing it as insensitive to differences among audience
members inescapably bound up with discredited notions of mass
society, or serving only a narrow set of industrial interests. The
authors of this volume find that these assertions are often false
and unwarranted either by the historical record or by contemporary
industry practice.
Instead, they argue for a rediscovery of the dominant model by
summarizing and critiquing the very considerable body of literature
on audience behavior, and by demonstrating different ways of
analyzing mass audiences. Further, they provide a framework for
understanding the future of the audience in the new media
environment, and suggest how the concept of mass audience can
illuminate research on media effects, cultural studies, and media
policy.
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