Audience Analysis---A Series of Research Methods in Communication Studies

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 book traces 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 examines the similarities and differences between social science and humanities research methods in audience studies, and explores the relationship between audience and media from both perspectives, neither leaning too far nor being one-sided. The book is clear in its logic, well-structured, rich in data, and concise in argumentation, making it a valuable source of inspiration and reference for researchers and students in the fields of mass communication and media studies.
For a long time, the term "audience" has been widely recognized as a general reference to the "recipient" in the model of mass communication processes (source, channel, message, recipient, effect). Practitioners in media and theoretical researchers are familiar with the meaning of this term and apply it in daily life. However, there are many misunderstandings and theoretical conflicts in understanding. In 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 explains 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 the equal importance of the "audience-centered" perspective alongside the "media-centered" one. The book summarizes major research findings and evaluates the impact of new media developments, particularly cross-border media, as well as new interactive technologies.
Finally, the book 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 through current trends, making it valuable not only for researchers in mass communication and media studies but also for students in related fields. The book is clear in its logic, well-structured, rich in data, and concise in argumentation, serving as a significant source of inspiration and reference for researchers and students in the fields of mass communication and media studies.