Audience Studies
Author | : Toshie Takahashi |
Publisher | : Routledge |
Total Pages | : 251 |
Release | : 2009-09-10 |
ISBN-10 | : 9781135227807 |
ISBN-13 | : 1135227802 |
Rating | : 4/5 (802 Downloads) |
Download or read book Audience Studies written by Toshie Takahashi and published by Routledge. This book was released on 2009-09-10 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book theorizes the role of media and ICT in today’s media-rich global environment and introduces a new argument of audience complexity in an accessible and lively fashion. Based on an ethnography of Japanese engagement with media and ICT in the Tokyo Metropolitan Area, Takahashi offers a non-Western case study of some of the world’s most advanced ICT users. Integrating non-Western and Western traditions in the social sciences, the book presents a productive new framework for understanding the complex, diverse, and dynamic nature of media audiences in the context of globalization and social change brought on by new media and information technologies. A significant contribution to the ‘internationalisation’ of media studies movement now underway, the book will demonstrate (1) the multiple dimensions of audience engagement; (2) the transformation of the notion of uchi (Japanese social groups) in a media-rich environment; and (3) the role of media and ICT in the process of self-creation. The study considers the future of a Japanese society caught in the currents of globalization and contemporary debates of universalism and cultural specificity, while at the same time offering a view of globalization from a Japanese perspective.