The book is essentially for a student of mass communication or may be ofinterest to the communications expert into communications reserach theory oroperations r... » 

The book is essentially for a student of mass communication or may be ofinterest to the communications expert into communications reserach theory oroperations research. The author addresses a specific audience and does it toperfection with a simple very readable presentation The Economic TimesDenis McQuail provides a coherent and succinct account of the concept of mediaaudience in terms of its history and its place in presentday media theory andresearch. McQuail describes and explains the main types of audience and themain traditions and fields of audience research.Audience Analysis explains the contrast between social scientific andhumanistic approaches and gives due weight to the view from the audience aswell as the view from the media. McQuail summarizes key research findings andassesses the impact of new media developments especially transnationalizationand new interactive technology. The book concludes with an evaluation of thecontinued relevance of the audience concept under conditions of rapid mediachange. Audience Analysis provides both an overview of past research and aguide to current thinking. «