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- SAITO Shinichi
- 東京女子大学
Bibliographic Information
- Other Title
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- メディア変容の時代におけるオーディエンス研究(<特集>マス・コミュニケーション理論の展開)
- メディア変容の時代におけるオーディエンス研究
- メディア ヘンヨウ ノ ジダイ ニ オケル オーディエンス ケンキュウ
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Description
This article reviews the current literature on audience studies and attempts to provide some directions for future research. First, based upon McQuail's typology, it identifies three approaches to audience research: structural, behavioral and socio-cultural. Next, it addresses the issue of audience fragmentation and polarization in the multi-channel age. The necessity of redefining the concepts of mass audience and mass communication in the new media environment is also discussed. Then, this paper summarizes recent developments in media effects and uses-and-gratifications research, followed by a brief discussion of evolving uses and effects research.
Journal
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- JOURNAL OF MASS COMMUNICATION STUDIES
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JOURNAL OF MASS COMMUNICATION STUDIES 53 (0), 34-52,215, 1998
Japan Society for Studies in Journalism and Mass Communication
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Details 詳細情報について
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- CRID
- 1390282681077295872
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- NII Article ID
- 110002954738
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- NII Book ID
- AN10418471
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- ISSN
- 24320838
- 13411306
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- NDL BIB ID
- 4537306
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- Text Lang
- ja
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- Data Source
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- JaLC
- NDL
- CiNii Articles
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- Abstract License Flag
- Disallowed