Name: Understanding Audiences
SKU: 196706179
Price: 92530 KRW
Availability: SoldOut
Author: Robert Wicks
ISBN: 9781041235330

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Routledge Communication Series

직수입양서 Understanding Audiences

Learning To Use the Media Constructively Paperback, 2nd Edition

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Robert Wicks, David J. Atkin, Carolyn Lin

Routledge 2027.03.16.

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책소개

Fully updated for a second edition, Understanding Audiences helps students recognize the crucial role that media plays in their lives and ways in which they can use it constructively. Robert H. Wicks, David Atkin and Carolyn A. Lin consider the relationship between the producers and the receivers of media information, focusing on how messages shape perceptions of social reality. They analyse how contemporary media vie for the attention of the audience members and evaluate the importance of message structure and content in attracting and maintaining the attention of audiences. This fully updated and revised edition explores new business models - including social media influencers, IP licensing, non-industry content creation - as well as emerging technologies, such as Artificial Intelligence (AI), and their impact on an evolving media environment. The book promotes the development of media literacy skills and helps readers to understand the processes associated with engaging them in media messages. It also offers them tools to apply toward the shaping of media in a socially constructive way. This book is ideal for reading for upper-level undergraduate and graduate students who need to understand the evolving nature of the media and how to best use it.

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Chapter 2: Extracting Media Effects to Construct Social Reality

Chapter 3: Captivating the Audience Attention

Chapter 4: Comprehension Through Processing Media Information

Chapter 5: Persuading the Media Audience

Chapter 6: Framing Media Information

Chapter 7: Accommodating Children as Media Audience Members

Chapter 8: Radio, Podcasts and Television Talk Programs Come of Age

Chapter 9: The Audience for Digital Entertainment

Chapter 10: Learning to Use the Media Constructively

References

Index

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