Chapter 65438 +0 The history of a concept
Audience problem
History of the audience
As a public audience
Rediscover the audience
As a market audience
New Media and the Future of Audience
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Chapter two: The audience in the theory and research of mass communication.
Critical perspective
The purpose of audience research
Other research traditions
raise a question
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Chapter 3 Audience Types
The duality of the audience
As a group or a public audience
As a satisfied group of the audience
Media audience
Audience defined by communication channels and content
The disintegration of mass audience: the emergence of new types
Various modes of reception-transmission relationship
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Chapter 4 Media Arrival Problem
The Necessity of Understanding "Objective" Audience
Different media, different concepts of arrival
General views on media arrival and media influence
Overlapping audiences: different functions, places and times
Different media usage
Audience composition
Diversity of audience: external form and internal form
Audience audience ratings: quantitative and qualitative
Initiative and selectivity
Transnational audience
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Chapter five: the formation and maintenance principles of audience.
The "Why" of Media Use
Structural theory of audience formation
Functionalism Model: A Study of Usage and Satisfaction
"Pragmatism" Mode of Audience Selection
Taste, preference and interest
Audience flow
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Chapter 6 Audience Practice: Social Application of Media
Media use and daily life
Misleading mode of media use
Public space and private space used by media
Subculture and audience
way of life
Race and media use
Pornographic audience
Socialization and social use of media
Audience Acceptance and Meaning Negotiation
Social diseases and media use
The normative framework of media use
Content specification
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Chapter 7 Communicator-Audience Relationship
close up the gap
Audience in the eyes of communicators
The audience's point of view
A way to be responsible to the audience.
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Chapter VIII Changing the Audience
The end of the audience
Technology is the source of change.
The influence of socio-economic factors
Influence on the audience
The audience is better?
The media is more powerless?
The audience's "escape"
Differentiation: Diversity and Limitation
internationalization
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Chapter 9 The Future of Audience Concept
New challenges
New media has a new audience?
The audience continues to exist.
Some conceptual problems
Audience types and terminology: concluding remarks
refer to
index
Brief introduction of the author
postscript