This handbook offers a comprehensive overview of the complexity and diversity of audience studies in the advent of digital media. Details the study of audiences and how it is changing in relation to digital media Recognizes and appreciates valuable traditional approaches and identifies how they can be applied to, and evolve with, the changing media world Offers diverse perspectives from which being an audience, theorizing audiences, researching audiences, and doing audience research are approached today Argues that the field works best by identifying particular 'audience problems' and applying the best theories and research methods available to solving them Includes contributions from some of the most outstanding international scholars in the field
Notes on Contributors viii Series Editor's Preface xiv Acknowledgments xv Introduction 1 Virginia Nightingale Part I Being Audiences 17 1 Readers as Audiences 19 Wendy Griswold, Elizabeth Lenaghan, and Michelle Naffziger 2 Listening for Listeners: The Work of Arranging How Listening Will Occur in Cultures of Recorded Sound 41 Jackie Cook 3 Viewing 62 Shawn Shimpach 4 Search and Social Media 86 Virginia Nightingale 5 Spreadable Media: How Audiences Create Value and Meaning in a Networked Economy 109 Joshua Green and Henry Jenkins 6 Going Mobile 128 Gerard Goggin Part II Theorizing Audiences 147 7 Audiences and Publics, Media and Public Spheres 149 Richard Butsch 8 The Implied Audience of Communications Policy Making: Regulating Media in the Interests of Citizens and Consumers 169 Sonia Livingstone and Peter Lunt 9 New Configurations of the Audience? The Challenges of User-Generated Content for Audience Theory and Media Participation 190 Nico Carpentier 10 The Necessary Future of the Audience ... and How to Research It 213 Nick Couldry 11 Reception 230 Cornel Sandvoss 12 Affect Theory and Audience 251 Anna Gibbs Part III Researching Audiences 267 13 Toward a Branded Audience: On the Dialectic between Marketing and Consumer Agency 269 Adam Arvidsson 14 Ratings and Audience Measurement 286 Philip M. Napoli 15 Quantitative Audience Research: Embracing the Poor Relation 302 David Deacon and Emily Keightley 16 Media Effects in Context 320 Brian O'Neill 17 Cultivation Analysis and Media Violence 340 Andy Ruddock 18 Creative and Visual Methods in Audience Research 360 Fatimah Awan and David Gauntlett 19 Locating Media Ethnography 380 Patrick D. Murphy Part IV Doing Audience Research 403 20 Children's Media Cultures in Comparative Perspective 405 Sonia Livingstone and Kirsten Drotner 21 Fan Cultures and Fan Communities 425 Kristina Busse and Jonathan Gray 22 Beyond the Presumption of Identity? Ethnicities, Cultures, and Transnational Audiences 444 Mirca Madianou 23 Participatory Vision: Watching Movies with Yolngu 459 Jennifer Deger 24 The Audience Is the Show 472 Annette Hill 25 Seeking the Audience for News: Response, News Talk, and Everyday Practices 489 S. Elizabeth Bird 26 Sport and Its Audiences 509 David Rowe Index 527
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