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AuthorSullivan, John L. (John Lawrence), 1945-
TitleMedia audiences : effects, users, institutions, and power / John L. Sullivan
Imprint Thousand Oaks, CA : SAGE, c2013
Descript xvi, 263 p. : ill. ; 24 cm


"Explores the concept of media audiences from four broad perspectives: as 'victims' of mass media, as market constructions and commodities, as users of media, and as producers and subcultures of mass media. The goal of the text is for students to be able to think critically about the role and status of media audiences in contemporary society, reflecting on their relative power in relation to institutional media producers."-- Publisher description


History and concepts of the audience -- Effects of media messages -- Public opinion and audience citizenship -- Media ratings and target marketing -- Uses and gratifications -- Interpreting and decoding mass media texts -- Reception contexts and media rituals -- Media fandom and audience subcultures -- Online, interactive audiences in a digital media world

Mass media -- Audiences

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