Audience Evolution: New Technologies and the Transformation of Media Audiences

Audience Evolution: New Technologies and the Transformation of Media Audiences

by Philip M. Napoli
     
 

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No longer beholden to the programming or publication schedules of media producers, today's consumers access media content through a number of unprecedented and increasingly prevalent platforms, and the development and overlap of television, the internet, and other outlets have fragmented media audiences more than ever, making the effort to reach them more complex.

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Overview

No longer beholden to the programming or publication schedules of media producers, today's consumers access media content through a number of unprecedented and increasingly prevalent platforms, and the development and overlap of television, the internet, and other outlets have fragmented media audiences more than ever, making the effort to reach them more complex. Building on his award-winning book, Audience Economics, Philip M. Napoli maps the landscape of our current media environment and describes its challenge to traditional conceptions of the audience. He also considers the changes that new approaches to audience measurement have produced, both politically and culturally.

Napoli examines the ongoing redefinition of the industry-audience relationship by technologies that have moved the audience marketplace beyond traditional metrics. Today, media providers and audience measurement firms deploy new, more sophisticated tools to gather audience information, focusing on factors rarely considered before, such as appreciation, recall, engagement, and behavior. In doing so, the industry has tried to take advantage of new platforms as thoroughly as the consumers they hope to attract. Napoli traces the interplay between political and economic interests and their effect on audience evolution. He recounts battles between stakeholders over the assessment of media audiences and their efforts to restrict the functionality of new technologies, as well as their push to influence new measurements for television, radio, and the internet.

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Editorial Reviews

James G. Webster

Philip M. Napoli offers a rich and original synthesis of the many factors that help construct the audience, as well as the social, economic, and legal consequences of that process, and he has a real talent for creating a cohesive, interesting, and important story. Expansive and important, Audience Evolution is grounded in the relevant bodies of theory and ultimately enlightening. Anyone with a serious interest in the operation of the media industries or popular culture should read this book.

Teachers College Record - Giacomo Poderi

...its clarity, simplicty, and systematic narrative make it appealing and useful...

Journalism and Mass Communication Education - Grace Jackson-Brown

...provides new entrees into understanding how socially constructed definitions of audiences are changing.

AEJMC - Louisa Ha

a good combination of a critical approach to audience measurement as well as a thorough review of the development of audience information systems.

Communication Booknotes Quarterly - Chris Sterling

This is an important book--one of the first scholarly analyses of both commercial and academic audience research trends amidst change

Midwest Book Review

No college-level media or sociology collection should be without this.

Communications and Strategies

...very concise, tightly argued and very timely volume...

Teachers College Record
...its clarity, simplicty, and systematic narrative make it appealing and useful...

— Giacomo Poderi

Journalism and Mass Communication Education
...provides new entrees into understanding how socially constructed definitions of audiences are changing.

— Grace Jackson-Brown

Journal of Communication

The book provides an excellent overview of how new media technologies have changed the patterns of audience behavior.Journal of Communication

AEJMC
a good combination of a critical approach to audience measurement as well as a thorough review of the development of audience information systems.

— Louisa Ha

Communication Booknotes Quarterly
This is an important book — one of the first scholarly analyses of both commercial and academic audience research trends amidst change

— Chris Sterling

Product Details

ISBN-13:
9780231520942
Publisher:
Columbia University Press
Publication date:
11/22/2010
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
288
File size:
1 MB

What People are saying about this

Steve Wildman

Philip M. Napoli introduces the reader to the technologies that are changing the audience marketplace, new media services that have and are being built with those technologies, and the possibilities for measuring aspects of audience members' responses to media products and the advertisements they make possible. He describes new tools for audience measurement, along with the controversies over their use, and the battles among industry interests over which new audience measurement tools should be accepted. I think the time is right for just this type of analysis. A well-researched text, and the scholarship is first rate and insightful.

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