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Tables of Contents for Audience Analysis
Chapter/Section Title
Page #
Page Count
Preface
ix
1. A Concept With a History
1
11
The Audience Problem
1
1
History of the Audience
2
4
The Audience as a Mass
6
1
Rediscovery of the Audience as a Group
7
1
The Audience as Market
8
1
New Media and the Future of the Audience
9
2
Conclusion
11
1
2. The Audience in Communication Theory and Research
12
13
Critical Perspectives
12
3
Goals of Audience Research
15
1
Alternative Traditions of Research
16
4
The Structural Tradition of Audience Measurement
16
1
The Behaviorist Tradition: Media Effects and Media Uses
17
1
The Cultural Tradition and Reception Analysis
18
2
Issues Arising
20
4
Media Use as a Social Problem
20
1
The Mass Audience and Social Atomization
21
1
Audience Behavior as Active or Passive?
22
1
Alternative Perceptions of the Audience
23
1
Implications of New Media Technology
24
1
Conclusion
24
1
3. Typologies of Audience
25
18
The Duality of the Audience
25
1
The Audience as Group or Public
26
4
The Gratification Set as Audience
30
2
The Medium Audience
32
2
Audiences Defined by Channel or Content
34
3
The Breakup of the Mass Audience: New Types Emerge
37
3
Alternative Models of the Audience-Sender Relationship
40
2
Audience as Target
41
1
Audience as Participants
41
1
Audience as Spectators
41
1
Conclusion
42
1
4. Questions of Media Reach
43
22
The Need to Know the "Objective" Audience
43
2
Different Media, Different Concepts of Reach
45
2
A Generalized View of Media Reach and Impact
47
3
Overlapping Audiences: Different Functions, Places, and Times
50
3
The Spatial Dimension of Audience Reach
51
1
The Time Dimension of Audience Reach
52
1
Variable Media Use
53
1
Audience Composition
54
1
Audience Diversity: External Versus Internal Forms
55
2
On Audience Ratings: Quantity Versus Quality
57
1
Activity and Selectivity
58
4
The Transnational Audience
62
2
Conclusion
64
1
5. Principles of Audience Formation and Continuity
65
22
The "Why" of Media Use
65
2
A Structural Approach to Audience Formation
67
2
A Functionalist Model: The Uses and Gratifications Approach
69
7
Uses and Gratifications Rediscovered
70
2
Comment and Criticism
72
2
Expectancy-Value Theory
74
1
A Nonfunctionalist Alternative to Explaining Media Use
75
1
A "Pragmatic" Model of Audience Choice
76
3
"Audience Side" Factors
76
2
"Media Side" Factors
78
1
Tastes, Preferences, and Interests
79
3
Audience Flow
82
3
Conclusion
85
2
6. Audience Practices: Social Uses of the Media
87
22
Media Use and Everyday Life
87
1
A Misleading Model of Media Use
88
2
Public and Private Spheres of Media Use
90
2
Subculture and Audience
92
1
Lifestyle
93
1
Ethnicity and Media Use
94
1
Gendered Audiences
95
3
Sociability and Social Uses of the Media
98
3
Audience Reception and the Negotiation of Meaning
101
1
Media Use as Social Pathology
102
1
Normative Framing of Media Use
103
2
Norms for Content
105
2
Conclusion
107
2
7. Communicator-Audience Relations
109
18
Bridging the Gap
109
3
Communicator Perspectives on the Audience
112
6
The Audience as an Extension of the Communicator's Own Social World
113
1
Professional Reference Groups
114
1
Organizational Definition of Goals
114
2
Product Image, Audience Stereotype
116
1
The Manipulation of Audience Participation
117
1
The View From the Audience
118
5
Parasocial Relations
119
1
Social Milieux and Peer Groups
120
1
Media Fandom
121
1
Audience as Rational Consumers
122
1
Normative Ties Back to the Media
123
1
Forms of Accountability to the Audience
123
2
Conclusion
125
2
8. The Audience in Flux
127
15
The End of the Audience?
127
1
Technology as a Source of Change
128
2
Social and Economic Forces
130
1
The Impact on Audiences
131
2
More Power to the Audience?
133
2
Less Power to the Media?
135
1
The "Escape" of the Audience
136
1
Fragmentation: Varieties and Limits
137
2
Internationalization
139
2
Conclusion
141
1
9. The Future of the Audience Concept
142
9
New Challenges
142
1
New Audiences for New Media?
143
2
The Audience Lives On
145
3
Some Conceptual Issues
148
1
Audience Types and Terms: A Closing Word
149
2
References
151
11
Index
162
4
About the Author
166