Understanding Media Users: From Theory to Practice focuses on the blurred concept of the -active audience- at the core of media studies.

• examines the relationship between media and audiences by one of the world's leading media scholars
• provides a history of media effects' and an overview of the current analytical approaches that constitute media reception theory
• charts some of the most important interfaces of media reception and interaction - TV, film, the Internet, advertising, journalism, and tourism studies
• concludes with additional...

Understanding Media Users: From Theory to Practice focuses on the blurred concept of the -active audience- at the core of media studies.

• examines the relationship between media and audiences by one of the world's leading media scholars
• provides a history of media effects' and an overview of the current analytical approaches that constitute media reception theory
• charts some of the most important interfaces of media reception and interaction - TV, film, the Internet, advertising, journalism, and tourism studies
• concludes with additional...

Deals with the topic - Watching Television.

Global Advertising, Attitudes and Audiences is a post-Mcdonaldization view of marketing power, consumer pleasure, and audience protest. The psychological process wherein consumers actively make sense of advertising and branding and integrate them with living is fundamentally important in thinking about their responses to product sold on screen. This wide-ranging book draws on forty years of media and marketing theory to present a precise perception of that process, a seven stage model of 'moments' in media marketing reception. Local understandings of global branding and marketing content...

How do visitors immersing themselves in material places such as shopping malls or video sites online make sense of the experience, enabling criticizing - or consenting to content? How is this evident in behaviour? Reflecting on accounts by Chinese, Indian, Malay and Indigenous members of Malaysian society, this book addresses these questions from a practices perspective increasingly adopted by scholars in marketing and media studies.

The volume provides an account of practices theory from its origins in critical hermeneutics (such as Heidegger, Gadamer and Ricoeur), as reflecting on...

Did you know the human body contains silicon, a common component in computer devices? The silicon in the human body could be used to operate the device you are using right now. Unless you favor old-school communication, in which case you may prefer a pencil. There's enough carbon in the human body to make 16,000 pencils. In the event you run out of paper, you could scribble on your arms, legs, and back. After all, the human body is covered with about two square yards of skin...plenty of writing surface to spare. The human body is a wonderful resource...mustn't let it go to waste. That's the...