Table of Contents
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
