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ABOUT THIS BOOK
Audience Evolution: New Technologies and the Transformation of Media Audiences

£28.00

AUDIENCE EVOLUTION: NEW TECHNOLOGIES AND THE TRANSFORMATION OF MEDIA AUDIENCES

PAPERBACK by Napoli, Philip M.

£28.00

ISBN
9780231150354
IMPRINT
COLUMBIA UNIVERSITY PRESS
 
 
EDITION
PUBLISHER
COLUMBIA UNIV. PRESS
FOR DELIVERY
IN STOCK AT THE PUBLISHER - EXPECTED 5-7 DAYS
FORMAT
PAPERBACK
PAGES
272 pages
PUBLICATION DATE
30 NOV 2010

DESCRIPTION

Today's consumers have unprecedented choice in terms of the technologies and platforms that access, produce, and distribute media content. The development and overlap of television, the internet, and other media technologies is fragmenting and empowering media audiences more than ever. Building on his award-winning book, Audience Economics, Philip M. Napoli maps the landscape of our current media environment and describes its challenge to traditional conceptions of the audience. He examines the redefinition of the industry-audience relationship by technologies that have moved the audience marketplace beyond traditional metrics. Media providers, advertisers, and audience measurement firms now deploy more sophisticated tools to gather and analyze audience information, focusing on factors rarely considered before, such as appreciation, recall, engagement, and behavior. Napoli explores the interplay between political and economic interests in the audience marketplace and their effect on audience evolution. He recounts the battles waged between stakeholders over the assessment of media audiences and their efforts to restrict the functionality of new technologies. As Napoli makes clear, the very meaning of the media audience continues to evolve in response to changing technological, economic, and political conditions.

CONTENTS

List of Illustrations Preface Introduction 1. Contextualizing Audience Evolution 2. The Transformation of Media Consumption 3. The Transformation of Audience Information Systems 4. Contesting Audiences 5. The Implications of Audience Evolution Notes References Index