Understanding Media Users

Understanding Media Users: From Theory to Practice focuses on the blurred concept of the "active audience" at the core of media studies. - examines the relationship between media and audiences by one of the world's leading media scholars

• provides a history of media effects' and an overview of the current analytical approaches that constitute media reception theory
• charts some of the most important interfaces of media reception and interaction - TV, film, the Internet, advertising, journalism, and tourism studies
• concludes with additional insights into the future of media reception in a global age