"Understanding Media Users discusses approaches to audiences which maintain that viewers actively interpret content, a perspective to be distinguished not only from structuralist media theory but from passive audience “effects studies.” Effects studies consist of research conceptually articulate
...
d from a predominantly US behaviorist perspective. In these accounts, akin to “bullet” or “hypodermic needle” theory of media content’s mechanically pushing viewers’ behavior, events on screen are a two-dimensional cause of three-dimensional consequences. Media stimulate a passive response not mediated by viewer reflection. Active audience theory has been consistently criticized as indeterminate (Roscoe et al., 1995). What do we mean when we (favorably) characterize an audience as “active”? In answering this question we can turn to the philosophical psychology of phenomenology and its literary offspring, reader reception theory. Here, interest focuses on the media user’s activity of “reading” screen narrative. Research perceives the audience’s making sense of content as a structured cognitive – sometimes very expressive – process. Emphasizing the viewer’s achievement in making a program intelligible, such hermeneutic (Devereux, 2003: 96) media analysis asks the question: what are the enabling conditions of successfully coming to understand screen text? In answering we focus upon cross-cultural consumption of television or Internet. Taking phenomenology on board, media user theory enables the multisite research exemplars set out in this book. We can integrate active audience theory’s political emphasis on audience perceptions of their “positioning” by the screen and philosophy’s account of the cognitive activity with which “readers” meet such alignment of viewers by texts. This reading process is hermeneutic – media users render cellphone and cyberspace narrative meaningful." (Introduction, page 3)
more
"While in some respects – particularly through their radios – Africans are very connected to the outside world, our findings suggests that the majority continue to be local rather than world citizens. However, this initial work on cosmopolitanism suggests that as their world becomes larger throu
...
gh both traditional and new forms of media and telecommunications, we can expect greater levels of political debate, increased willingness to accept political opposition, and growing and realism about the outside world." (Conclusion)
more
"This is the 'concise edition' of 'The Guide to Researching Audiences'. It is a shorter version of the main Guide, designed to provide an easily accessible summary of the key principles of audience research and some practical information. The full version of the Guide contains more detailed informat
...
ion than this concise edition, but they are laid out in exactly the same way to make it easy for you to follow [...] The Guide sets out the basic principles of audience research. These can be followed regardless of the type of service or audience, and will help you to conduct audience research more effectively (better results) and efficiently (lower effort), with fewer problems and unforeseen complications. They provide the building blocks to enable you to design, conduct and apply your own audience analysis research. What this Guide will not provide you with is a ready-made audience analysis programme specifically designed for your service." (Introduction)
more
"This article reports the findings of a review and methodological critique of 96 Latin American empirical studies on television reception published between 1992 and 2007 in the most important journals of the region. The analysis compares the studies according to their theoretical approach, the resea
...
rch technique used, their sample size, the type of audience members studied, the type of television content researched and the scholars mentioned the most in their references. Findings show that Cultural Studies is by far the most popular theoretical approach in Latin American audience research, and that two of the topics covered the most were television and daily life and the importance of social and cultural mediations. The article also concludes that many studies lack a solid methodological base. Morley, Orozco, Martín-Barbero, García-Canclini and Lull were the scholars mentioned the most in the reference sections. The article ends with a diagnosis of the strengths and weaknesses of current Latin American empirical research on television audiences and points out the need for more methodological rigor and more emphasis on the analysis of ideological readings and impact." (Abstract)
more
"News stories provide an essential confirmation of our ideas about who we are, what we have to fear, and what to do about it: a marketplace of ideas, shopped by rational citizen decision makers but also a shared resource for grounding our contested narratives of identity in objective reality. News a
...
s a fundamental social process comes into being not when an event takes place or when a report of the event is created but when that report becomes news to someone. As it moves off the page into the community, news discovers - through its interpretations - its reality in the lives of the consumers. This book explores the path of news as it moves through the tangled labyrinth of social identities and asserted interests that lie beyond the page or screen. The language and communication-oriented study of news promises a salient area of investigation, pointing the way to an expansion, if not a redefinition of basic anthropological ideas and practices of ethnography, participant observation, and “the field” in the future of anthropological research." (Publisher description)
more
"An engaging and original study of current research on television audiences and the concept of emotion, this book offers a unique approach to key issues within television studies. Topics discussed include: television branding; emotional qualities in television texts; audience reception models; fan c
...
ultures; 'quality' television; television aesthetics; reality television; individualism and its links to television consumption. The book is divided into two sections: the first covers theoretical work on the audience, fan cultures, global television, theorising emotion and affect in feminist theory and film and television studies. The second half offers a series of case studies on television programmes in order to explore how emotion is fashioned, constructed and valued in televisual texts. The final chapter features original material from interviews with industry professionals in the UK and Irish Soap industries along with advice for students on how to conduct their own small-scale ethnographic projects." (Publisher description)
more
"Im Jahr 2008 bot eine Sinus-Studie die Möglichkeit, das Medienverhalten der Menschen mit Migrationshintergrund milieuorientiert mitzuerheben. Ausgangspunkt dieser Studie waren die langen Erfahrungen mit den Sinus-Milieus bei Erhebungen in der deutschen Wohnbevölkerung. Menschen nicht nur nach ihr
...
en soziodemografischen Merkmalen zu betrachten, sondern beispielsweise nach Milieuzugehörigkeit oder nach typologischen Einordnungen zu analysieren, hat eine lange Tradition in den Sozialwissenschaften und den Nachbardisziplinen. Denn nur solche komplexeren Ansätze sind heute in der Lage, Gesellschaft näher und treffender zu fassen. (2) Unterschiedliche individuelle Verhaltensweisen, Einstellungen, auch Mediennutzungsmuster, lassen sich so besser beschreiben, analysieren und verstehen." (Seite 297)
more
"BBC listenership in Afghanistan remains strong and the station has retained a strong brand presence. BBC radio is among the most listened to stations in Afghanistan. Over half (57%) of adults had listened within the past week at the time of the survey in January 2008. 75% of the population claimed
...
to have heard it at some point. Eighty-nine percent of Afghans who have ever used BBC radio or TV indicated they will continue to use the BBC in the future and over three-quarters (76%) say they will recommend the BBC to others. BBC Afghanistan is the service most people still turn to for news and it is the most trusted source of news on TV or radio. Ninety-percent of BBC listeners feel they can trust the information provided by the BBC. People respect the service for being relevant, unbiased and educational [...] Afghans have a strong desire for news and information. The vast majority of Afghans (92%) think it is important to stay informed about current events in Afghanistan. The internal situation remains fluid, and this is a country going through a tumultuous social, economic, and political transformation. Afghans are also keen to stay informed about daily security threats to hear about the continuing struggle between the Afghan government and the anti-government elements, in particular the Taliban, for control over the future of the country." (Executive summary, pages 4-5)
more
"The objectives of this field survey are as follows: to attempt a critical study of the readership of people from different social strata of five specific localities of Kolkata Metropolitan City; to attempt a study of the influence and to measure the encroachment of different media on people’s rea
...
ding habit; to attempt an assessment of the probable causes behind the difference in pattern of the reading habits of people in different localities of Kolkata Metropolitan City; to attempt an assessment of the role played by Public Libraries in promoting reading habits; to attempt a mapping of the Information Literacy Competency Level of people living in urban, Industrial and Semi-Urban areas of Kolkata Metropolitan City." (Objectives, page 15)
more
"La première partie de l’étude vise à décrire autant le fonctionnement des médias congolais que le comportement de leurs publics, essentiellement à Kinshasa et dans les grandes villes de province. La seconde partie tâche de dresser un bilan des principales contraintes auxquelles sont confro
...
ntés les journalistes congolais dans leur travail quotidien et de souligner les défis à relever afin que les médias congolais puissent contribuer efficacement à la consolidation de l’Etat de droit, de la paix et de la citoyenneté. En effet, la pluralité des médias n’est pas forcément synonyme de qualité de l’information du citoyen et, si les expériences positives et volontaristes ne manquent pas, un besoin de professionnalisation des acteurs du secteur des médias se fait encore sentir. A travers ce bilan succinct, mais franc et honnête, le présent document ambitionne d’être utile à la fois aux acteurs du secteur médiatique congolais, aux chercheurs qui souhaitent mieux connaître ce paysage dynamique et pluriel, et aux partenaires soucieux d’appuyer ces vecteurs d’information dont le rôle est capital pour l’avenir démocratique du Congo." (Dos de couverture)
more
"This research project in Liberia has tried to do first steps to understand in detail the quality of media, especially radio, in Liberia and what the audience is thinking of and expecting from the media. Being the first of its kind in Liberia after the end of the civil war it has investigated a) the
...
quality of media output by means of content analysis and b) audiences perceptions of the media quality extracted from focus group discussions." (Page 4)
more
"Cable and satellite television have spread rapidly throughout the developing world. These media sources expose viewers to new information about the outside world and other ways of life, which may a ect attitudes and behaviors. This paper explores the effect of the introduction of cable television o
...
n women's status in rural India. Using a three-year, individual-level panel dataset, we found that the introduction of cable television is associated with significant decreases in the reported acceptability of domestic violence towards women and son preference, as well as increases in women's autonomy and decreases in fertility. We also found suggestive evidence that exposure to cable increases school enrollment for younger children, perhaps through increased participation of women in household decision-making. We argue that the results are not driven by pre-existing differential trends." (Abstract)
more
"This guide has been written for people in the UK public sector delivering online digital services who wish to research their audiences. Although it is focused on online digital services, it will also be useful for researching audiences reached via other channels. It is primarily aimed at non-expert
...
s who do not have market research skills themselves, and who do not have access to dedicated market research teams. It is therefore likely to be most useful for people in small organisations / services, or those conducting small projects in larger organisations. It may also be useful for people procuring services who want to know what guidelines to provide, and for those setting policies." (Introduction, page 6)
more
"What are the effects of television, and of role models portrayed in TV programs, on individual behavior? We focus on fertility choices in Brazil, a country where soap operas (novelas) portray families that are much smaller than in reality. We exploit differences in the timing of entry into differen
...
t markets of Rede Globo, the network that has an effective monopoly on novelas production in this country. Using Census data for the period 1970-1991, we find that women living in areas covered by the Globo signal have significantly lower fertility. The effect is strongest for women of lower socioeconomic status and for women in the central and late phases of their fertility cycle, consistent with stopping behavior. The result is robust to placebo treatments and does not appear to be driven by selection in Globo entry. Finally, we provide suggestive evidence that novelas, and not just television, affected individual choices. First, people living in areas covered by the signal were more likely to name their children after novela characters. Second, entry of a network that relied on imported shows did not have a significant impact on fertility. Third, the impact of Globo presence was strongest for women close in age to the main novela characters." (Abstract)
more
"The Russian media are widely seen to be increasingly controlled by the government. Leaders buy up dissenting television channels and pour money in as fast as it haemorrhages out. As a result, TV news has become narrower in scope and in the range of viewpoints which it reflects: leaders demand assim
...
ilation and shut down dissenting stations. Using original and extensive focus group research and new developments in cognitive theory, Ellen Mickiewicz unveils a profound mismatch between the complacent assumption of Russian leaders that the country will absorb their messages, and the viewers on the other side of the screen. This is the first book to reveal what the Russian audience really thinks of its news and the mental strategies they use to process it. The focus on ordinary people, rather than elites, makes a strong contribution to the study of post-communist societies and the individual's relationship to the media." (Publisher description)
more