Audience Evolution: New Technologies and the Transformation of Media Audiences. Napoli, Philip M. (2011). New York: Columbia University Press. pp. 240.

Philip M. Napoli provides a critical cultural examination of the evolution of the concept of audience, beginning with its twentieth-century definition by media theorists and media practitioners. Persons within media industries, academia, and the consumer have redefined the conceptualization of audience, given the onset of the Internet in the twenty-first century. Napoli’s ideas help to shed light on the conceptualization of “audience” for the future. Scholars of journalism, mass communication, and cultural studies (as well as business) will find useful information in Napoli’s book, which provides new entrees into understanding how socially constructed definitions of audience are changing.  [Read more...]