"This volume the consequences of digital media use for young people's individual and social identities. The contributors explore how young people use digital media to share ideas and creativity and to participate in networks that are small and large, local and global, intimate and anonymous. They lo
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ok at the emergence of new genres and forms, from SMS and instant messaging to home pages, blogs, and social networking sites. They discuss such topics as “girl power” online, the generational digital divide, young people and mobile communication, and the appeal of the “digital publics” of MySpace, considering whether these media offer young people genuinely new forms of engagement, interaction, and communication." (Back cover)
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"How do young audiences play with the cultural spectacle offered by reality shows like Big Brother? How does interactive media influence learning the process in educational and everyday settings? How can corporate communicators address their ethical commitment more effectively to the general public?
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And is there a link between television viewing and violent behaviour? Researching Audiences is a practical hands-on guide to the main types of empirical fieldwork that have established themselves in academic, policy and commercial research. It will help you explore what audience members do with the media, how they make sense of the media, and how the media may influence social affairs from the micro to the macro level. The book introduces and discusses four complementary key approaches to empirical research: Media ethnography, reception research, survey research, and experimental research." (Publisher description)
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