Table of Contents

VOLUME 1: HISTORY OF AUDIENCE STUDY
Early Positions
Television′s Impact on Society - T. Coffin
The State of Communication Research - B. Berelson
On the Effect of Communication - W. Davison
Functional Analysis and Mass Communication - C. R. Wright
On the Use of the Mass Media as "Escape": Clarification of a concept - E. Katz and D. Foulkes
Mass Communication Research: An old road surveyed - J. Klapper
Audiences as Markets or Public
The Audience - J. G. Webster
Television Audience Research at Britain′s Independent Broadcasting Authority, 1974-1984 - J. M. Wober and B. Gunter
Audiences, Use and Effects
Flow and Media Enjoyment - J. L. Sherry
Expanding Disposition Theory: Reconsidering character liking, moral evaluations and enjoyment - A. A. Raney
Interpretational Audiences
Amassing the Multitude: Revisiting early audience studies - J. Z. Bratich
Audience Semiotics, Interpretive Communities and the ′Ethnographic Turn′ in Media Research - K. C. Schroder
Social Action Media Studies: Foundational arguments and common premises - G. T. Schoening and J. A. Anderson
Assessing Qualitative Television Audience Research: Incorporating feminist and anthropological theoretical innovation - A. D. Lotz
Alternative Theoretical Traditions
Five Traditions in Search of the Audience - K. B. Jensen and K. E. Rosengren
The Rise and Fall of Audience Research: An old story with a new ending - S. M. Livingstone
Active Audience Theory: Pendulums and pitfalls - D. Morley
New Media Perspectives
How do Communication and Technology Researchers Study the Internet? - J. B. Walther, G. Gay and J. T. Hancock
New Media - New Pleasures? - A. Kerr, J. Kucklich, and P. Brereton
VOLUME 2: MEASUREMENT OF AUDIENCES
Quantitative
Surveys
Audience Flow Past and Present: Television inheritance effects reconsidered - J. G. Webster
Television and Leisure Time: Yesterday, today and (maybe) tomorrow - J. P. Robinson
Continuities and Discontinuities in Media Usage and Taste: A longitudinal study - H. T. Himmelweit and B. Swift
Experience Sampling Methods Applications to Communication Research Questions - R. Kubey and M. Csikszentmihalyi
Internet Use in the Contemporary Media Environment - A. J. Flanagin and M. J. Metzger
What do Americans Really Want to Know? Tracking the behaviour of news readers on the internet - D. Tewkesbury
Controlled Experiments
Does Aggression Cause a Preference for Viewing Media Violence - A. Fengistein
Forbidden Fruit Versus Tainted Fruit of Warning Labels on Attraction to Television Violence - B. Bushman and A.D. Stack
Some Like it Bad: Testing a model for perceiving and experiencing fictional characters - E. A. Konijn and J. F. Hoorn
Can you Hear Me Now? The impact of voice in an online gaming community - D. Williams, S. Capalan and L. Xiang
Qualitative
Depth Interviews
Impact of the VCR on Control of Television Viewing - W. Y. Kim, S. J. Baran and K. K. Massey
Rethinking the Focus Group in Media and Communications Research - P. Lunt and S. Livingstone
Ethnographic/Observational Research
Viewing the Viewers: Viewing behaviours by children and adults during television programs and commercials - K. L. Schmitt, K. D. Woolf and D. R. Anderson
Do Children Learn How to Watch Television? The impact of extensive experience with Blue′s Clues on preschool children′s television viewing behaviour - A. M. Crawley, D. R. Anderson, A. Santomero, A. Wilder, W. Williams, M. R. Evans and J. Bryant
The Rules of Viewing Television in Public Places - D. Lemish
Reception Analysis
Culture and Communication: Towards an ethnographic critique of media consumption in the transitional media system - I. Ang
On Playfully Becoming the ′Other′: Watching Oprah Winfrey on Malaysian television - T. Wilson
From ′Interpretive Communities′ to ′Communities of Improvisation′ - D. Machin and M. Carrithers
VOLUME 3: AGGREGATED AND DISAGGREGATED AUDIENCES
Demographics
Watching Talk: Gender and engagement in the viewing of audience discussion programmes - S. Livingstone
Developmental Changes in Adolescents′ Television Viewing Habits: Longitudinal trajectories in a three-wave panel study - S. Eggermont
In Search of the Older Audience: Adult age differences in television viewing - M. L. Mares and W. E. Woodard
Black and White Viewers′ Perception and Recall of Occupational Characters on Television - O. Appiah
Assertions of Identities Through News Production: News making among teenage Muslim girls in London and New York - H. Noor
Beliefs
How the Media Effect What People Think: An information processing approach - R. M. Entman
Consumers′ Intentions to Opt In To SMS Advertising: A cross national study of young Americans and Koreans - A. Muk
Personality and Motivational Factors
Modeling the Gratification Seeking Process of Television Viewing - C. Lin
Uses and Gratifications of Media Violence: Personality correlates of viewing and liking violent genres - M. Krcmar and L.G. Kean
Effects of Personality Type on the Use of Television Genre - J. W. Shim and B. Paul
Is Psychopathology the Key to Understanding Why Some Children Become Aggressive When They Are Exposed to Violent Television Programming? - T. Grimes, L. Bergen, K. Nichols, E. Vernberg and P. Fonagy
Fandom
′Celebrating the Story the Way it is′: Cultural studies, corporate media and the contested utility of fandom - S. Murray
Medium and Genre Factors
Beneath the Viewer of Fragmentation: Television audience polarization in a multichannel world - J. G. Webster
TV Diets: Towards a typology of TV viewership - G. Weimann, H. B. Brosius, and M. Wober
Why People Watch Reality TV? - S. Reiss and J. Wiltz
Living on Dawson′s Creek: Teen viewers, cultural convergence and television overflow - W. Brooker
Rereading David Morley′s the ′Nationwide′ Audience - S. Kim
VOLUME 4: AUDIENCES AND INFLUENCES
Intended Effects - Political Campaigning
Appeals and Strategies of Negative Political Advertising - B. L. Roddy and G. M. Garramone
Campaign Advertisements Versus Television News as Sources of Political Issue Information - X. Zhao and S. H. Chaffee
Issue-advocacy versus candidate advertising: Effects on candidate preferences and democratic process - M. Pfau, R. L. Holbert, E. A. Szabo and K. Kaminski
The Impact of Political Advertising on Knowledge, Internet Information Seeking, and Candidate Preference - N. A. Valentino, V. L. Hutchings and D. Williams
Intended Effects - Social Marketing
J. L. Andsager, E. W. Austin and B. E. Pinkleton - C. Schooler, J. A. Flora and J. W. Farquhar Moving Toward Synergy: Media supplementation in the Stanford Five-City Project
Unintended Effects - Activities and Time Use - Questioning the Value of Realism: Young adults′ processing of messages in alcohol-related public service announcements and advertising
Reconsidering the Displacement Hypothesis - D. C. Mutz, D. F. Roberts and D. P. van Vuuren
Longitudinal Effects of Television on Children′s Leisure-time Reading: A test of three explanatory models - C. M. Koolstra and T. H. van der Voort
Unintended Effects - Antisocial Behaviour
Effect of Television Violence on Aggressiveness - J. L. Freedman
Television Violence and Aggression: The debate continues - L. Friedrich-Cofer and A. C. Huston
Television Violence and Aggression: A rejoinder - J. L. Freedman
Does Viewing Violent Media Really Cause Criminal Violence? A methodological review - J. Savage
Unintended Effects - Public/Private Impression Formation
The Anatomy of Agenda-setting Research - E. M. Rogers, J. W. Dearing, and D. Brequian
Framing as a Theory of Media Effects - D. A. Scheufele
Do talk Shows Cultivate Adolescents′ Views of the World? A prolonged exposure experiment - P. Rossler and H.B. Brosius
Scope of Self: Toward a model of television′s effects on self-complexity in adolescence - K. Harrison
Media Effects on Ethnic Identity Among Linguistic Majorities and Minorities: A longitudinal study of a bilingual setting - R. Clement, S.C. Baker, G. Josephson and K. A. Noels
Unintended Effects - Cognitive and Emotional Development
Television′s Impact on High School Achievement - G. D. Gaddy
The Effects of Television Advertising on Materialism, Parent-child Conflict, and Unhappiness: A review of research - M. Buijzen and P.M. Valkenburg

About the Author

My main research interests include media violence, the impact of broadcast news, effects of television on public opinion, the effects of advertising on young people, the use and impact of new interactive media.  I have also conducted research on a wide range of other media, marketing and management issues.

My recent research has centred on the use and impact of new media (in particular the Internet and digital interactive television). I am particularly interested in the use of the web as an information source and in the impact of Internet-related behaviour on use of other media, especially television.

I have continued to conduct research and to write about the influence of television advertising, among children and adults. Much of this recent work has focused on alcohol advertising and young people’s drinking. In addition, with two colleagues in my department, I recently conducted research for the Food Standards Agency on the nature of formula product advertising targeted at young mothers.

I have also been involved in research from the British Library with colleagues at University College London on the use of online tools for information search in the context of higher education. David Machin is Lecturer in the Department of Media and Communication at the University of Leicester. He is co-editor of the journal Social Semiotics and has written five other books, including Introduction to Multimodal Analysis (Hodder, 2007), and News Production (Routledge, 2006), as well as co-editing the Media Audiences major work with Barrie Gunter.