`The book is essentially for a student of mass communication or may be of interest to the communications expert into communications reserach, theory or operations research. The author addresses a specific "audience" and does it to perfection with a simple very readable presentation' - The Economic Times</p> <p></p> <p>Denis McQuail provides a coherent and succinct account of the concept of `media audience' in terms of its history and its place in present-day media theory and research. McQuail describes and explains the main types of audience and the main traditions and fields of audience research. </p> <p></p> <p>Audience Analysis explains the contrast between social scientific and humanistic approaches and gives due weight to the view `from the audience' as well as the view `from the media'. McQuail summarizes key research findings and assesses the impact of new media developments, especially transnationalization and new interactive technology. The book concludes with an evaluation of the continued relevance of the audience concept under conditions of rapid media change. Audience Analysis provides both an overview of past research and a guide to current thinking.

A succinct account of the concept "media audience" in terms of its history and its place in present-day media theory and research. The author describes and explains the main types of audience, alternative theories about the audience, and the main traditions and fields of audience research. He also explains the contrast between social scientific and humanistic approaches, summarizes research findings, and assesses the impact of new media developments, especially transnationalization and new interactive technology. An evaluation of the continued relevance of the audience concept concludes the work. Paper edition (unseen), $18.95.
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Denis McQuail provides a coherent and succinct account of the concept of media audience in terms of its history and its place in present-day media theory and research. McQuail describes and explains the main types of audience and the main traditions and fields of audience research. Audience Analysis explains the contrast between social scientific and humanistic approaches and gives due weight to the view from the audience as well as the view from the media. McQuail summarizes key research findings and assesses the impact of new media developments, especially transnationalization and new interactive technology. The book concludes with an evaluation of the continued relevance of the audience concept under conditions of rapid m