Audience Evolution: New Technologies and the Transformation of Media Audiences by Philip NapoliAudience Evolution: New Technologies and the Transformation of Media Audiences by Philip Napoli

Audience Evolution: New Technologies and the Transformation of Media Audiences

byPhilip Napoli

Paperback | November 26, 2010

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Today's consumers have unprecedented choice in terms of the technologies and platforms that access, produce, and distribute media content. The development and overlap of television, the internet, and other media technologies is fragmenting and empowering media audiences more than ever. Building on his award-winning book, Audience Economics, Philip M. Napoli maps the landscape of our current media environment and describes its challenge to traditional conceptions of the audience.

He examines the redefinition of the industry-audience relationship by technologies that have moved the audience marketplace beyond traditional metrics. Media providers, advertisers, and audience measurement firms now deploy more sophisticated tools to gather and analyze audience information, focusing on factors rarely considered before, such as appreciation, recall, engagement, and behavior. Napoli explores the interplay between political and economic interests in the audience marketplace and their effect on audience evolution. He recounts the battles waged between stakeholders over the assessment of media audiences and their efforts to restrict the functionality of new technologies. As Napoli makes clear, the very meaning of the media audience continues to evolve in response to changing technological, economic, and political conditions.

Philip M. Napoli is a professor in the Graduate School of Business at Fordham University and director of the Donald McGannon Communication Research Center. He is the author of Audience Economics: Media Institutions and the Audience Marketplace, which won the Robert Picard Award for Best Book in Media Management and Economics, and Foun...
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Title:Audience Evolution: New Technologies and the Transformation of Media AudiencesFormat:PaperbackDimensions:272 pagesPublished:November 26, 2010Publisher:Columbia University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0231150350

ISBN - 13:9780231150354

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Table of Contents

List of IllustrationsPrefaceIntroduction1. Contextualizing Audience Evolution2. The Transformation of Media Consumption3. The Transformation of Audience Information Systems4. Contesting Audiences5. The Implications of Audience EvolutionNotesReferencesIndex

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