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Understanding Audiences: Learning to Use the Media Constructively

Robert H. Wicks
Format
Book
Published
Mahwah, N.J. : L. Erlbaum Associates, 2001.
Language
English
ISBN
0805836470 (pbk. : alk. paper)
Contents
  • Part I Beyond Media Effects to Constructing Social Reality
  • 1 Interpreting Media Messages 3
  • Distorting Reality 3
  • Interaction Between People and Media 5
  • Understanding the Nature of Media Industries 6
  • Understanding Nature of Media Audiences 8
  • 2 From Media Effects to Constructing Social Reality 14
  • Early Communication Theory 14
  • Media's Limited Effects 15
  • 1970s and 1980s: Alternative Perspectives 16
  • Cognitive Revolution of the 1980s and 1990s 18
  • Cognitive Theory 19
  • Media Literacy 21
  • Interpreting and Misinterpreting Media Information 23
  • Constructionism Model 24
  • Studying Constructionism 26
  • Using Multiple Methodologies 27
  • Part II Constructing Media Messages
  • 3 Attracting and Maintaining the Attention of the Audience 33
  • Redefining Mass Communication 33
  • Profit Motive 34
  • Mass Audience 34
  • Segmented Audience 38
  • Media as Big Business 39
  • Publishing Houses, Movie Studios, and Cable Networks 40
  • Personalized Media in a Global Communications Environment 41
  • Partnerships and Cross-Media Marketing Strategies 43
  • Electronic Publishing 44
  • Electronic Books 45
  • Selling Books, Films, and Videos 46
  • Newspapers, Radio, and Television 47
  • Winds of Change and the Telecommunications Act of 1996 49
  • Regulatory Changes on the Horizon 50
  • Internet and the World Wide Web 51
  • 4 Persuading the Media Audience 53
  • Persuading the Audience 54
  • Communication Campaigns 54
  • Balance and Dissonance Theory 55
  • Selective Perception: Exposure, Attention, and Interpretation 56
  • Central and Peripheral Routes to Attitude Change 57
  • Influences of the Source on Attitude Change 58
  • Effects of the Message on Attitude Change 60
  • Role of Audience Involvement in Attitude Change 62
  • Principles of Public Communication Campaigns 63
  • Effective Communication Campaigns 64
  • Enduring Persuasive Campaign 65
  • Take a Bite Out of Crime 68
  • Targeting Audience Segments 69
  • 5 Framing Media Information 75
  • What Is Framing? 75
  • Message Framing and Media Agenda Setting 76
  • Episodic and Thematic Framing 77
  • Evolution of the Framing Concept 78
  • Framing Political Information 79
  • Framing of Nonpolitical Information 81
  • Framing Airline Tragedies 83
  • Summary of Media Framing 89
  • Audience Framing 89
  • Cultural Membership and Communication About Smoking 90
  • Use of Tobacco by Native Americans 91
  • Studying Communicator and Audience Framing in Tandem 93
  • Part III Using Media Messages
  • 6 Fundamentals of Media Information Processing 99
  • Receiving and Processing Media Messages 99
  • Memory Processes 100
  • Developing Common Knowledge 104
  • Influences on the Processing of Media Messages 105
  • 7 Children as Audience Members 118
  • Glorifying Killing on Television 119
  • Rising Concerns About Media Violence 119
  • Frightening Films 121
  • Television News: If it Bleeds, it Leads... 124
  • Children Processing Media 125
  • Effects of Viewing Aggression 127
  • Learning Aggressive Behavior and Attitudes 127
  • Desensitization to Aggression and Violent Behavior 132
  • Cultivating Fear 133
  • Criticisms of Cultivation Theory 134
  • Hard Data: The National Television Violence Studies 135
  • Targeting Children With Advertising 137
  • Prosocial Children's Programming 138
  • 8 Radio and Television Talk Show Audience 142
  • Nature of Talk Shows 143
  • Uses and Gratifications Model 144
  • Talk Radio Comes of Age 145
  • Rush Limbaugh Phenomenon 147
  • Who Is Listening to What Channel With What Effect? 148
  • Segmenting the Radio Audience 151
  • Who Is Watching What Channel With What Effect? 154
  • Videomalaise and Criticism of Television Talk Shows 156
  • A Theory of Social Comparison 158
  • In Defense of Trash Television 159
  • 9 Internet Audience 163
  • Internet as Media 164 --i Gratifications From the Internet 165
  • Using the Internet to Satisfy Communication Needs 166
  • Parasocial Relationships, the Media, and the Internet 167
  • Internet Society: Lists, MUDs, MOOs, Chatrooms, and Usenet 168
  • Socializing in Cyberspace 169
  • Two Theories: The Virtual Society or the Virtual Desert? 174
  • Comparing the Internet to Television and Telephone Adoption 175
  • Social Affiliation, Psychological Well-Being, and Internet use 177
  • Addiction to the Internet 178
  • Progression of Internet Addiction 182
  • Seducing the Internet Audience 183
  • Internet Retailing 186
  • Measuring the Internet Audience 187
  • 10 Learning to Use Media Constructively 191
  • Using Media Constructively 191
  • Media Effects and Literacy 192
  • Building Better Media 195
  • How to Implement Change 196.
Description
xv, 241 p. : ill. ; 23 cm.
Notes
Includes bibliographical references (p. 201-228) and indexes.
Technical Details
  • Access in Virgo Classic
  • Staff View

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    g| Part I t| Beyond Media Effects to Constructing Social Reality -- g| 1 t| Interpreting Media Messages g| 3 -- t| Distorting Reality g| 3 -- t| Interaction Between People and Media g| 5 -- t| Understanding the Nature of Media Industries g| 6 -- t| Understanding Nature of Media Audiences g| 8 -- g| 2 t| From Media Effects to Constructing Social Reality g| 14 -- t| Early Communication Theory g| 14 -- t| Media's Limited Effects g| 15 -- t| 1970s and 1980s: Alternative Perspectives g| 16 -- t| Cognitive Revolution of the 1980s and 1990s g| 18 -- t| Cognitive Theory g| 19 -- t| Media Literacy g| 21 -- t| Interpreting and Misinterpreting Media Information g| 23 -- t| Constructionism Model g| 24 -- t| Studying Constructionism g| 26 -- t| Using Multiple Methodologies g| 27 -- g| Part II t| Constructing Media Messages -- g| 3 t| Attracting and Maintaining the Attention of the Audience g| 33 -- t| Redefining Mass Communication g| 33 -- t| Profit Motive g| 34 -- t| Mass Audience g| 34 -- t| Segmented Audience g| 38 -- t| Media as Big Business g| 39 -- t| Publishing Houses, Movie Studios, and Cable Networks g| 40 -- t| Personalized Media in a Global Communications Environment g| 41 -- t| Partnerships and Cross-Media Marketing Strategies g| 43 -- t| Electronic Publishing g| 44 -- t| Electronic Books g| 45 -- t| Selling Books, Films, and Videos g| 46 -- t| Newspapers, Radio, and Television g| 47 -- t| Winds of Change and the Telecommunications Act of 1996 g| 49 -- t| Regulatory Changes on the Horizon g| 50 -- t| Internet and the World Wide Web g| 51 -- g| 4 t| Persuading the Media Audience g| 53 -- t| Persuading the Audience g| 54 -- t| Communication Campaigns g| 54 -- t| Balance and Dissonance Theory g| 55 -- t| Selective Perception: Exposure, Attention, and Interpretation g| 56 -- t| Central and Peripheral Routes to Attitude Change g| 57 -- t| Influences of the Source on Attitude Change g| 58 -- t| Effects of the Message on Attitude Change g| 60 -- t| Role of Audience Involvement in Attitude Change g| 62 -- t| Principles of Public Communication Campaigns g| 63 -- t| Effective Communication Campaigns g| 64 -- t| Enduring Persuasive Campaign g| 65 -- t| Take a Bite Out of Crime g| 68 -- t| Targeting Audience Segments g| 69 -- g| 5 t| Framing Media Information g| 75 -- t| What Is Framing? g| 75 -- t| Message Framing and Media Agenda Setting g| 76 -- t| Episodic and Thematic Framing g| 77 -- t| Evolution of the Framing Concept g| 78 -- t| Framing Political Information g| 79 -- t| Framing of Nonpolitical Information g| 81 -- t| Framing Airline Tragedies g| 83 -- t| Summary of Media Framing g| 89 -- t| Audience Framing g| 89 -- t| Cultural Membership and Communication About Smoking g| 90 -- t| Use of Tobacco by Native Americans g| 91 -- t| Studying Communicator and Audience Framing in Tandem g| 93 -- g| Part III t| Using Media Messages -- g| 6 t| Fundamentals of Media Information Processing g| 99 -- t| Receiving and Processing Media Messages g| 99 -- t| Memory Processes g| 100 -- t| Developing Common Knowledge g| 104 -- t| Influences on the Processing of Media Messages g| 105 -- g| 7 t| Children as Audience Members g| 118 -- t| Glorifying Killing on Television g| 119 -- t| Rising Concerns About Media Violence g| 119 -- t| Frightening Films g| 121 -- t| Television News: If it Bleeds, it Leads... g| 124 -- t| Children Processing Media g| 125 -- t| Effects of Viewing Aggression g| 127 -- t| Learning Aggressive Behavior and Attitudes g| 127 -- t| Desensitization to Aggression and Violent Behavior g| 132 -- t| Cultivating Fear g| 133 -- t| Criticisms of Cultivation Theory g| 134 -- t| Hard Data: The National Television Violence Studies g| 135 -- t| Targeting Children With Advertising g| 137 -- t| Prosocial Children's Programming g| 138 -- g| 8 t| Radio and Television Talk Show Audience g| 142 -- t| Nature of Talk Shows g| 143 -- t| Uses and Gratifications Model g| 144 -- t| Talk Radio Comes of Age g| 145 -- t| Rush Limbaugh Phenomenon g| 147 -- t| Who Is Listening to What Channel With What Effect? g| 148 -- t| Segmenting the Radio Audience g| 151 -- t| Who Is Watching What Channel With What Effect? g| 154 -- t| Videomalaise and Criticism of Television Talk Shows g| 156 -- t| A Theory of Social Comparison g| 158 -- t| In Defense of Trash Television g| 159 -- g| 9 t| Internet Audience g| 163 -- t| Internet as Media g| 164 --i t| Gratifications From the Internet g| 165 -- t| Using the Internet to Satisfy Communication Needs g| 166 -- t| Parasocial Relationships, the Media, and the Internet g| 167 -- t| Internet Society: Lists, MUDs, MOOs, Chatrooms, and Usenet g| 168 -- t| Socializing in Cyberspace g| 169 -- t| Two Theories: The Virtual Society or the Virtual Desert? g| 174 -- t| Comparing the Internet to Television and Telephone Adoption g| 175 -- t| Social Affiliation, Psychological Well-Being, and Internet use g| 177 -- t| Addiction to the Internet g| 178 -- t| Progression of Internet Addiction g| 182 -- t| Seducing the Internet Audience g| 183 -- t| Internet Retailing g| 186 -- t| Measuring the Internet Audience g| 187 -- g| 10 t| Learning to Use Media Constructively g| 191 -- t| Using Media Constructively g| 191 -- t| Media Effects and Literacy g| 192 -- t| Building Better Media g| 195 -- t| How to Implement Change g| 196.
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