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 insights into the future of media reception in a global age