Audience Analysis-(Chinese Version)

Author: Denis McQuail
Publisher:
Publish Date: 2006-03-01
Features: This book is a systematic and comprehensive theoretical monograph, as well as the most comprehensive work to date in Western communication studies that summarizes and explores the audience issue. The entire books the concept of the audience and its historical evolution, comprehensively summarizes and analyzes various audience theories, major traditions, methods, and results of audience research. The author analyzes the similarities and differences between social science research methods and humanities research methods in audience studies, and discusses the sender-receiver relationship from both the audience and media perspectives, without bias or extremism. The book is clear in its logic, well-structured, rich in data, and concise in its arguments, making it a relatively important source of inspiration and reference for researchers and students in the fields of mass communication and media research.
For a long time, the term "audience" has been widely familiar as a general reference to the "receiver" in the model of mass communication processes (source, channel, message, receiver, effect). Media practitioners and theoretical researchers are all aware of the meaning of this term and apply it in daily life. However, there are many disagreements, misunderstandings, and theoretical conflicts in understanding it. In the book Audience Analysis, author Denis McQuail provides a clear and concise explanation of the concept of "media audience," starting from its history and its current position in media theory and research. He describes and interprets the main types of audiences, relevant theoretical schools, and the major traditions and fields of audience research. The book is highly informative, analyzing the differences between social science and humanities research methods while affirming that the perspective of "audience-centered" is as important as the perspective of "media-centered." The book summarizes major research findings and evaluates the impact of new media developments, particularly transnational media, as well as new interactive technologies. Finally, it assesses the suitability of the audience concept in the rapidly changing media environment, using this as its conclusion.
Audience Analysis not only summarizes past research but also guides readers to understand current trends, making it valuable not only for researchers in the fields of mass communication and media but also for students in related disciplines. The book is clear in its logic, well-structured, rich in data, and concise in its arguments, serving as a relatively important source of inspiration and reference for researchers and students in the fields of mass communication and media research.