Understanding Media Users

<i>Understanding Media Users: From Theory to Practice</i> focuses on the blurred concept of the <i>“</i>active audience” at the core of media studies. <ul> <li>examines the relationship between media and audiences by one of the world’s leading media scholars</li> <li>provides a history of media effects’ and an overview of the current analytical approaches that constitute media reception theory</li> <li>charts some of the most important interfaces of media reception and interaction – TV, film, the Internet, advertising, journalism, and tourism studies</li> <li>concludes with additional insights into the future of media reception in a global age</li> </ul>