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Audience Evolution: New Technologies and the Transformation of Media Audiences Paperback – November 26, 2010

3.5 out of 5 stars 4 customer reviews

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Editorial Reviews

Review

Philip M. Napoli offers a rich and original synthesis of the many factors that help construct the audience, as well as the social, economic, and legal consequences of that process, and he has a real talent for creating a cohesive, interesting, and important story. Expansive and important, Audience Evolution is grounded in the relevant bodies of theory and ultimately enlightening. Anyone with a serious interest in the operation of the media industries or popular culture should read this book.

(James G. Webster, Northwestern University, author of Ratings Analysis: The Theory and Practice of Audience Research)

...very concise, tightly argued and very timely volume...

(Communications and Strategies)

...its clarity, simplicty, and systematic narrative make it appealing and useful...

(Giacomo Poderi Teachers College Record)

...provides new entrees into understanding how socially constructed definitions of audiences are changing.

(Grace Jackson-Brown Journalism and Mass Communication Education)

The book provides an excellent overview of how new media technologies have changed the patterns of audience behavior.Journal of Communication

(Journal of Communication)

a good combination of a critical approach to audience measurement as well as a thorough review of the development of audience information systems.

(Louisa Ha AEJMC)

This is an important book―one of the first scholarly analyses of both commercial and academic audience research trends amidst change

(Chris Sterling Communication Booknotes Quarterly)

No college-level media or sociology collection should be without this.

(Midwest Book Review)

Review

Philip M. Napoli introduces the reader to the technologies that are changing the audience marketplace, new media services that have and are being built with those technologies, and the possibilities for measuring aspects of audience members' responses to media products and the advertisements they make possible. He describes new tools for audience measurement, along with the controversies over their use, and the battles among industry interests over which new audience measurement tools should be accepted. I think the time is right for just this type of analysis. A well-researched text, and the scholarship is first rate and insightful.

(Steve Wildman, James H. Quello Professor of Telecommunication Studies, Michigan State University)
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Product Details

  • Paperback: 272 pages
  • Publisher: Columbia University Press (November 26, 2010)
  • Language: English
  • ISBN-10: 0231150350
  • ISBN-13: 978-0231150354
  • Product Dimensions: 5.9 x 0.6 x 8.8 inches
  • Shipping Weight: 1.8 pounds (View shipping rates and policies)
  • Average Customer Review: 3.5 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #442,216 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Kindle Edition Verified Purchase
This is a book that had the potential to be amazing, but it wasn’t. The topic of the book is so interesting but unfortunately it is written in academic jargon that ruins the entire experience. A book like this, written in non-academic language would have been more successful than Made to Stick: Why Some Ideas Survive and Others Die …

Nothing of this book is sticky and it is very hard to read.
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Format: Hardcover
I read this book while it was still in draft and I was in Prof. Napoli's new media class 2 years ago. The book is very approachable but tackles audience measurement at a very high level. This book was one of the reasons why I took 2 more classes with Prof. Napoli. Just bought the finished copy and I'm excited to re-read it.
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Format: Paperback Verified Purchase
I actually got the book as my son was using it as a reference for University work. It helped him a lot but for me, it was a tough read. To be fair it's probably not designed to be read like a novel and is indeed very academic. It has a good deal of very reliable information for those who want it with many, many academic references.
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Format: Kindle Edition Verified Purchase
Well structured, well argued, well informed. As someone who works within that media research ecosystem, I can vouch for the accuracy of many of Napoli's accounts. Perceptive.
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