The Social Use of Media (Book)

Cultural and Social Scientific Perspectives on Audience Research

This collection of essays provides an overview of research on the social uses of media. Drawing on long traditions in both cultural studies and the social sciences, it brings together competing research approaches usually discussed separately. The topics include up-to-date research on activity and interactivity, media use as a social and cultural practice, and participation in a cultural, political, and technological sense. This volume incorporates current audience and reception studies and makes a significant contribution to the development of interdisciplinary approaches to audience and user studies.

Edition

This collection of essays provides an overview of research on the social uses of media. Drawing on long traditions in both cultural studies and the social sciences, it brings together competing research approaches usually discussed separately. The topics include up-to-date research on activity and interactivity, media use as a social and cultural practice, and participation in a cultural, political and technological sense. This book explores three general areas of current scholarly study of the social aspects of media use. First, the introduction of interactive and so-called social media has had repercussions for the definition of media use, reception and even our perception of media effects. Second, the recognition that media constitute social practice, which utilizes media for its own goals, has been highly influential in communication research. Third, media provide many opportunities for participation in cultural and political issues. Yet media also shape participation in certain – and sometimes constraining – ways.

Helena Bilandzic is professor of communication research at the University of Augsburg. Geoffroy Patriarche is professor at the Facultés Universitaires Saint-Louis, where he teaches communication, media, and audience studies. Paul J. Traudt is professor of media studies at the University of Nevada, Las Vegas.

Introduction by Helena Bilandzic, Geoff Roy Patriarche and Paul J. Traudt
 
PART I: AUDIENCE ACTIVITY AND INTERACTIVITY 
Chapter 1: Mode of Action Perspective to Engagements with Social Media: Articulating Activities on the Public Platforms of Wikipedia and YouTube by Seija Ridell
Chapter 2: At the Crossroads of Hermeneutic Philosophy and Reception Studies: Understanding Patterns of Cross-Media Consumption by Tereza Pavlícková
Chapter 3: Cultivated Performances: What Cultivation Analysis Says about Media, Binge Drinking and Gender by Andy Ruddock
Chapter 4: Motivations to Participate in an Online Violent Gaming Community: Uses and Gratifi cations in an Ethnographic Approach by María T. Soto-Sanfiel
 
PART II: MEDIA USE AS SOCIAL AND CULTURAL PRACTICE 
Chapter 5: Imagined Communities of Television Viewers: Reception Research on National and Ethnic Minority Audiences by Alexander Dhoest
Chapter 6: Exploring Media Ethnography: Pop Songs, Text Messages and Lessons in a British School by Caroline Dover
Chapter 7: Film Audiences in Perspective: The Social Practices of Cinema-Going by Philippe Meers and Daniel Biltereyst
Chapter 8: Talking Recipients: An Integrative Model of Socio-Emotional Meta-Appraisal (SEMA) in Conversations about Media Content by Katrin Döveling and Denise Sommer
Chapter 9: Parasocial Relationships: Current Directions in Theory and Method by David Giles
 
PART III: CULTURAL, POLITICAL AND TECHNOLOGICAL PARTICIPATION 
Chapter 10: From Semiotic Resistance to Civic Agency: Viewing Citizenship through the Lens of Reception Research 1973–2010 by Kim Christian Schrøder
Chapter 11: For and against Participation: A Hermeneutical Approach to Participation in the Media by Lars Nyre and Brian O’Neill
Chapter 12: Using the Domestication Approach for the Analysis of Diff usion and Participation Processes of New Media by Corinna Peil and Jutta Röser
Chapter 13: Creating, Sharing, Interacting: Fandom in the Age of Digital Convergence and Globalized Television by Mélanie Bourdaa and Seok-Kyeong Hong-Mercier
Conclusion: Exciting Moments in Audience Research: Past, Present and Future by Sonia Livingstone

It aptly covers the diversity in contemporary audience research, gathering contributions on various types of media practices, drawing upon multi-disciplinary frames and insights, both on the theoretical and empirical level. As such, a thought-provoking balance between new-fangled topics and historical reflections are united and adequately addressed. Hence, it is a recommended reading for all of us who intend to keep a finger on the pulse of audience research.

Cédric Courtois, International Journal of Digital Television

An exemplary study of the approach to audience studies.

Ana Jorge, MedieKultur
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