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| Preface | |
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| Acknowlegments | |
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| History and Concept of the Audience | |
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| Situating the Audience Concept | |
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| Overview of the Chapter | |
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| What Is an "Audience"? | |
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| Constructionism and the Notion of the Audience | |
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| Three Models of the Audience | |
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| History of Early Audiences | |
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| Greek and Roman Audiences: Public Performance and Oral Communication | |
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| Print and the Shift Toward Mediated Audiences | |
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| Liberalism, Democratic Participation, and Crowds in the 19th Century | |
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| Motion Pictures and the Rise of the Mass Audience | |
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| Audiences and Notions of Power | |
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| Structure and Agency | |
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| What Is Power? | |
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| Conclusion: Constructing Audiences Through History and Theory | |
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| Discussion Activities | |
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| Additional Materials | |
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| References | |
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| Audiences as Objects | |
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| Effects of Media Messages | |
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| Overview of the Chapter | |
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| Origins of Media Effects Theories in the Early 20th Century | |
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| Charles Horton Cooley and the Emergence of Sociology | |
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| Concern Over Film Audiences: Hugo M�nsterberg and Mass Suggestibility | |
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| Mass Society Theory and the Payne Fund Studies | |
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| The Payne Fund Studies (1929-1932) | |
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| Consequences of the Payne Fund Studies | |
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| The War of the Worlds Broadcast and the Direct Effects Model | |
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| The War of the Worlds Broadcast (1938) | |
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| Cantril's Study of Mass Panic among Radio Audiences | |
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| Mass Propaganda Concerns and World War II Communication Research | |
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| Early Concerns With Mass Persuasion | |
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| World War II Communication Research | |
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| Postwar Communication Research: The Rise of the Limited Effects Paradigm | |
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| Persuasion Research: Selectivity and the ELM | |
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| The People's Choice (1944) and Personal Influence (1955) | |
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| Effects of Media Violence | |
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| Rise of Public Concern Over Television and the Surgeon General's Report (1971) | |
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| Long-Term Media Effects and Cultivation Theory | |
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| Video Game Violence and Effects | |
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| Conclusion: Enduring Concern Over Media Effects | |
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| Discussion Activities | |
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| Additional Materials | |
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| References | |
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| Audiences as Institutional Constructions | |
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| Public Opinion and Audience Citizenship | |
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| Overview of the Chapter 1 | |
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| A Brief History of Public Opinion | |
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| Greco-Roman Notions of Public Opinion | |
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| Feudal Europe and the Representative Public Sphere | |
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| The 18th-century Enlightenment and the Bourgeois Public Sphere | |
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| Quantification of Public Opinion in the 19th Century | |
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| The Rise of Surveys in the 20th Century | |
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| Survey Methods and the Public Opinion Industry | |
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| Sampling and Survey Participation | |
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| Data Gathering and Survey Design | |
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| Public Opinion Organizations | |
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| Public Opinion and the Limits of Audience Constructions | |
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| Public Opinion as a Fictional Construct | |
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| Surveys and the Manufacture of Public Opinion | |
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| How News Shapes Public Opinion | |
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| News and the Public Agenda | |
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| Opinion Polling and the News Media | |
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| Conclusion: The Construction of Public Opinion and Its Implications for Democracy | |
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| Discussion Activities | |
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| Additional Materials | |
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| References | |
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| Media Ratings and Target Marketing | |
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| Overview of the Chapter | |
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| The Political Economic Approach to Communication | |
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| Political Economy and the Commodity Audience | |
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| Dallas W. Smythe and the "Blindspot" Debate | |
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| Ratings and the Construction of the Audience Product | |
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| Toothpicks and Trees: The "Natural" Audience as Taxonomic Collectives | |
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| Measuring Audiences: The Ratings System | |
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| Audience Research and the Ratings | |
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| Operationalization of the Audience Concept: Quantification | |
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| Constructing the Nielsen Sample | |
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| Measuring Audience Viewership: Diaries, Household Meters, Peoplemeters, and PPMs | |
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| Online Audience Measures | |
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| Ratings and Shares in the Television Industry | |
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| Ratings, Market Research, and the Audience Commodity: Assigning Market Value to Mass Audiences | |
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| The Importance of Audience Demographics: Age, Gender, and Income | |
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| The Role of Psychographic and Lifestyle Measurements in Targeted Marketing Appeals | |
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| Marketing and Social Stereotypes: Minority Audiences Struggle With Big Media | |
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| Conclusion: How Effective Is Institutional Control Over Audiences? | |
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| Discussion Activities | |
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| Additional Materials | |
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| References | |
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| Audiences as Active Users of Media | |
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| Uses and Gratifications | |
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| Overview of the Chapter | |
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| Early Examples of Uses and Gratifications in Communication Research | |
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| Motion Picture Autobiographies and Media Motivations in the 1920s | |
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| Female Radio Serial Listeners in the 1940s | |
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| The Uses and Gratifications Approach | |
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| Israeli Media and Their Uses (Katz, Gurevitch, and Haas, 1973) | |
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| Uses and Gratifications and the Notion of Needs | |
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| Audience Activities and Media Motives | |
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| Expectancy-Value Approaches to Uses and Gratifications | |
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| Social Uses of Media | |
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| The Uses and Dependency Approach | |
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| Conclusion: Refocusing on Audience Power | |
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| Discussion Activities | |
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| Additional Materials | |
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| References | |
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| Interpreting and Decoding Mass Media Texts | |
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| Overview of the Chapter | |
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| The Rise of Critical Cultural Studies | |
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| Interpretation and Semiotics | |
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| Ideology, Screen Theory, and the Critical Paradigm | |
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| The Birmingham School and the Encoding/Decoding Model | |
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| The Encoding/Decoding Model | |
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| Message Asymmetry and Multiple Levels of Meaning | |
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| Polysemy and Three Subject Positions | |
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| The Nationwide Audience Studies | |
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| Gender and Media Interpretation: Soap Operas, Romances, and Feminism | |
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| Crossroads and the Soap Opera Viewer | |
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| Decoding Dallas: The Work of Ien Ang | |
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| Reading the Romance Novel Reader: Janice Radway | |
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| Cross-Cultural Reception of Popular Media | |
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| Israeli Viewers of Dallas | |
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| Decoding American Soap TV in India | |
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| Open Texts and Popular Meanings | |
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| Open Texts: The Theories of John Fiske | |
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| Intertextuality and Interpretive Communities | |
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| Conclusion: Interpretation and Audience Power ' | |
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| Discussion Activities | |
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| Additional Materials | |
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| References | |
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| Reception Contexts and Media Rituals | |
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| Overview of the Chapter | |
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| Media in Context: Notions of Space and Time | |
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| Social and Situational Contexts | |
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| Time and Media Use | |
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| Media Reception in the Domestic Sphere | |
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| Housewives and Mass Media | |
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| Morley's Nationwide Follow-Up: Family Television | |
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| Television and "Gendered" Technologies in the Home | |
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| Domestic Media Reception in the '90s and Beyond | |
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| Social Versus Individualized Viewing Behaviors | |
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| The Internet and New Media in the Home | |
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| Media and Everyday Life in the Domestic Context | |
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| The Blending of Public and Private Spaces: Modernity and Time-Space Distanciation | |
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| Media Technology and the Home | |
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| Media Spaces in the 21st Century | |
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| Media Rituals: Another Reception Context | |
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| Defining Rituals | |
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| Media Events: Creating Television's "High Holidays" | |
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| Conclusion: Audiences in Context | |
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| Discussion Activities | |
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| Additional Materials | |
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| References | |
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| Audiences as Producers and Subcultures | |
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| Media Fandom and Audience Subcultures | |
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| Overview of the Chapter | |
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| Defining Fan Cultures | |
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| Fan Stereotypes | |
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| Defining Fan Studies: Why Study Fans? | |
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| Fan Cultures and Interpretive Activity | |
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| The Social Aspect of Media Fandom: Developing Communities and Subcultures | |
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| Fan Activism: Challenging Institutional Producers | |
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| Fans and Media Texts: Protecting Continuity and Canon | |
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| Canon Wars: Star Wars Fans Define the Popular Text | |
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| Fans and Textual Productions | |
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| De Certeau and Textual Poaching | |
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| Fanzines, Fanfic, and Filking: Textual Poaching in Action | |
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| Fans and Cultural Hierarchy: The Limits of Textual Reinterpretation | |
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| Pierre Bourdieu and the Sociology of Cultural Consumption | |
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| Second Wave Fan Studies: The Reproduction of Economic and Social Hierarchies | |
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| Conclusion: Fans, Creativity, and Cultural Hierarchy | |
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| Discussion Activities | |
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| Additional Materials | |
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| References | |
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| Online, Interactive Audiences in a Digital Media World | |
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| Overview of the Chapter | |
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| Digitalization, Fragmentation, and the Rise of Audience Autonomy | |
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| YouTube and WoW: Sites of Audience Agency and Creativity | |
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| The Rise of Participatory Culture | |
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| YouTube as a Site for Participatory Culture | |
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| World of Warcraft as Creative Playground and Social Center | |
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| Crowdsourcing Media Production: Wikis and Blogs | |
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| Wikis and the Crowdsourcing of Audience Knowledge | |
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| Blogs and Citizen Journalism | |
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| Questioning Audience Power in the Networked Information Society: Issues of Media Ownership, Surveillance, and Labor Exploitation | |
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| Audience-Produced Media: The Question of Intellectual Property | |
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| Social Media and Audience Surveillance in a Networked Environment | |
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| Audience Creativity and Labor Exploitation | |
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| Conclusion: Networked Creativity Meets Undercompensated Labor | |
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| Discussion Activities | |
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| Additional Materials | |
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| References | |
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| Conclusion: Audience Agency in New Contexts | |
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| Overview of the Chapter | |
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| The Rise of Mobile, Transmedia Experiences in the Post-Network Era | |
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| The New Economics of Audience Aggregation | |
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| Audience Studies in a New Century | |
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| Additional Materials | |
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| References | |
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| Index | |
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| About the Author | |