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Tables of Contents for The Mass Audience
Chapter/Section Title
Page #
Page Count
About the Authors
xi
Preface
xiii
The Concept of Mass Audience
1
22
Setting the Stage
2
3
The Rise of Mass Media
2
2
Statistical Thinking
4
1
The Mass Audience Concept Takes Hold
5
4
Audience Measurement
5
1
The Mass in Social Theory
6
1
The Lazarsfeld Tradition
7
2
Criticisms of the Mass Audience Concept
9
7
The Undifferentiated Mass
10
1
The Social Character of the Audience
11
1
Who Represents the Audience?
12
4
The Durability of the Mass Audience Concept
16
7
The Means of Institutional Control
16
1
The Embodiment of Audience Power
17
6
Mass Audience Behavior
23
25
Audience Factors
24
12
Structural Features of the Mass
24
6
The Traits of Individuals
30
6
Media Factors
36
7
Structural Features of the Media
36
5
The Individual's Media Environment
41
2
A Model of Mass Audience Behavior
43
5
The Audience Commodity
48
19
The Trade in Audiences
49
6
Determinants of Economic Value
55
2
Method: Explaining Price Variation in Market Level Data
57
8
Market Size/Audience Composition
59
1
Quality of Audience Information
60
1
Competitive Conditions
60
5
Discussion: The Mass Audience as a Commodity
65
2
Inheritance Effects
67
12
The Duplication of Viewing Law
68
1
Determinants of Audience Inheritance
69
3
Method: Cumulative Measures from Individual Level Data
72
4
Discussion: Stability and Prediction
76
3
Repeat Viewing
79
12
The Law of Double Jeopardy
80
2
Determinants of Repeat Viewing
82
2
Method: Cumulative Measures from Aggregate Data
84
4
Discussion: Scheduling and Content
88
3
Television News Audiences
91
8
Perspectives on the News Audience
91
1
Determinants of Audience Formation
92
1
Method: Gross Measures of Audience Size
93
3
Discussion: Media Structure and Audience Formation
96
3
The New Media Environment
99
16
Changes in the Media Environment
99
1
Characteristics of Old Media
100
2
Media Content Is Uniform
100
1
Content Is Uncorrelated With Channels
101
1
Content Is Universally Available
102
1
Characteristics of New Media
102
4
Content Is Diverse
102
2
Content Is Correlated With Channels
104
1
Channels Are Differentially Available
105
1
The Mass Audience in the New Media Environment
106
9
Audience Fragmentation
107
3
Audience Polarization
110
5
The Mass Audience in Media Theory
115
20
Media Effects
116
4
Down With the Passive Mass
116
1
Many Out of One
117
1
The Presumed Audience
118
2
Cultural Studies
120
5
Audience Differentiation
121
3
Flow Texts
124
1
Media Policy
125
10
The Commodity Model
127
1
The Effects Model
128
2
The Marketplace Model
130
5
References
135
16
Author Index
151
4
Subject Index
155