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Anotace knihy

'The book is essentially for a student of mass communication or may be of interest to the communications expert into communications reserach, theory or operations research. The author addresses a specific "audience" and does it to perfection with a simple very readable presentation' - The Economic Times Denis McQuail provides a coherent and succinct account of the concept of 'media audience' in terms of its history and its place in present-day media theory and research. McQuail describes and explains the main types of audience and the main traditions and fields of audience research. Audience Analysis explains the contrast between social scientific and humanistic approaches and gives due weight to the view 'from the audience' as well as the view 'from the media'. McQuail summarizes key research findings and assesses the impact of new media developments, especially transnationalization and new interactive technology. The book concludes with an evaluation of the continued relevance of the audience concept under conditions of rapid media change. Audience Analysis provides both an overview of past research and a guide to current thinking.

Parametry knihy

Zařazení knihy Knihy v angličtině Society & social sciences Society & culture: general Media studies

• Plný název: Audience Analysis
• Autor: Denis McQuail
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 176
• EAN: 9780761910022
• ISBN: 0761910026
• ID: 04156377
• Nakladatelství: SAGE Publications Inc
• Hmotnost: 304 g
• Rozměry: 230 × 154 × 12 mm
• Datum vydání: 13. August 1997

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