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 | | Audiencemaking: How the Media Create the Audience (SAGE Series in Communication Research) by James S. Ettema, D . Charles Whitney ISBN-10: 0803946252 ISBN-10: 0-8039-4625-2 ISBN-13: 9780803946255 ISBN-13: 978-0-8039-4625-5 Hardcover 1994-06-30 Sage Publications, Inc Find Lowest Price |
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Product Description This provocative book shows how media institutions define their audiences and how these definitions shape the work of organizations within them. Leading scholars show that the audience definitions-in-use in each sector shape modern media. Receivers, they argue, are constituted as institutionally-effective audiences that have social meaning and//or economic value within the system. These include measured audiences, generated by research services, sold by media channels and bought by advertisers; specialized or segmented audiences whose particular interests are anticipated or created and then met by content producers; and hypothesized audiences whose interest, convenience and necessity are presumably protected by regulators. | ||