NOTES ON CONTRIBUTORS
FOREWORD
ACKNOWLEDEMENTS
INTRODUCTION
PART I THE STUDY OF ACTIVE AUDIENCES
MOVIE LEADERS
VIEWERS' REACTIONS
UTILIZATION OF MASS COMMUNICATION BY THE INDIVIDUAL
ENCODING/DECODING
NEWS WE CAN USE: AN AUDIENCE PERSPECTIVE ON THE TABLOIDISATION OF NEWS
IN THE UNITED STATES
CRITICAL READINGS: MEDIA AND AUDIENCES
THE OPINION POLLS: STILL BIASED TO BLAIR
PART II AUDIENCE COMHUNITIES, SEGHENTS AND COMMODITIES
GOOD AND BAD PRACTICE IN FOCUS GROUP RESEARCH
ALL CARS: RADIO, RECEPTION AND DISCOURSES OF DISABILITY
TRANSNATIONAL COMMUNICATIONS AND DIASPORA COMMUNITIES
CHILDREN AND ILLEVISION: A CRITICAL OVERVIEW OF THE RESEARCH
RATINGS ANALYSIS IN ADVERTISING
HEADS OF HOUSEHOLD AND LADIES OF THE NOUSE: GENDER, GENRE AND
BROADCAST RATINGS 1929-1990
PART III IHTERACTIVE AUDIENCES: CANS, CULTURAL PRODUCTION AND NEW
HEDIA
IMPROVISING ELVIS, MARILYN AND HICKEY MOUSE
TUNE IN TOMORROW
STORIES OF PLACFS AND WAYS OF BEING
GAMERS AS CO-CREATORS: ENLISTING THE VIRTUAL AUDIENCE- A REPORT FROM THE
NETEACE
INTERACTIVE AUDIENCES?
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