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The Internet Audience: Constitution and Measurement
     

The Internet Audience: Constitution and Measurement

by Fernando Bermejo
 
Assessments of the audience of traditional mass media have existed for decades and have been widely studied, but the quantification of the Internet audience is a recent and barely known phenomenon. An audience is an essential requirement for the existence of any mass media: first, there is no medium without an audience, and second, the audience has become a

Overview

Assessments of the audience of traditional mass media have existed for decades and have been widely studied, but the quantification of the Internet audience is a recent and barely known phenomenon. An audience is an essential requirement for the existence of any mass media: first, there is no medium without an audience, and second, the audience has become a commodity fundamental to the functioning of commercial media systems. It is the application of measurement procedures that allows the audience to play this dual institutional role.
The Internet Audience is the first book to focus on the transformation of the Internet into a mass communication medium thanks to the constitution of its audience through measurement. Starting with a historical analysis of this transformation, it goes on to analyze in detail the methods used for the measurement of the Internet audience, their limits and their possibilities. It concludes with an inquiry into the logic and interests behind the creation of an online audience measurement industry. The result is the first comprehensive look at the question of not what the Internet audience does with the medium, but rather what the medium does with its audience.

Editorial Reviews

From the Publisher
«Fernando Bermejo’s book makes an impressive and much-needed contribution to the development of institutionalist analyses of information media. His focus on the self-interested construction of Internet audiences through an extremely limited system of measurement and assessment helps us to understand how the development of this medium has been constrained by a concern with commoditization, rather than enablement. His is an informed analysis. Readers will benefit from the great detail and extensive documentation that Bermejo provides to support his conclusions about the nature of this deeply flawed process of social construction.» (Oscar H. Gandy Jr., Emeritus Professor of Communication, Annenberg School for Communication, University of Pennsylvania)
«‘The Internet Audience’ helps fill not just a gap, but a gaping hole, in audience research literature. Fernando Bermejo’s analysis of the development of the Internet audience is exceptionally well contextualized within the broader institutional and technological development of the Internet, as well as within the broader literature on media institutions and audiences. This book expertly depicts the intertwining of the medium and its measurement at the theoretical, economic, and institutional levels.» (Philip Napoli, Associate Professor, Graduate School of Business; Director, Donald McGannon Communication Research Center, Fordham University)

Product Details

ISBN-13:
9780820479323
Publisher:
Peter Lang Publishing Inc.
Publication date:
01/01/2007
Series:
Digital Formations Ser.
Pages:
262
Product dimensions:
6.30(w) x 9.06(h) x 0.02(d)

Meet the Author

The Author: Fernando Bermejo is Professor of Communication at the Universidad Rey Juan Carlos in Madrid. He holds a Ph.D. in communication from the Universitat Autònoma de Barcelona and an M.A. from the Annenberg School for Communication at the University of Pennsylvania.

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