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Although many digital platforms continue to appropriate and reconfigure familiar forms of media experience, this is an environment which no longer consistently constructs an identifiable 'mass' audience in the terms understood by twentieth century audience researchers. The notion of 'audiencing' takes on different characteristics within a digital environment where platforms encourage users to upload, share and respond to content, while the platforms themselves monetise the digital traces of this activity. This environment demands new ways of thinking about audience and user engagement with media technologies, and raises significant questions on methods of conceiving and researching audience-users. This volume addresses ongoing debates in the field of audience research by exploring relevant conceptual and methodological issues concerning the systematic study of digital audiences. Drawing from work conducted by researchers based in Australia and New Zealand, the book uses theoretical frameworks and case study material which are of direct relevance to audience researchers globally.
Although many digital platforms continue to appropriate and reconfigure familiar forms of media experience, this is an environment which no longer consistently constructs an identifiable 'mass' audience in the terms understood by twentieth century audience researchers. The notion of 'audiencing' takes on different characteristics within a digital environment where platforms encourage users to upload, share and respond to content, while the platforms themselves monetise the digital traces of this activity. This environment demands new ways of thinking about audience and user engagement with media technologies, and raises significant questions on methods of conceiving and researching audience-users. This volume addresses ongoing debates in the field of audience research by exploring relevant conceptual and methodological issues concerning the systematic study of digital audiences. Drawing from work conducted by researchers based in Australia and New Zealand, the book uses theoretical frameworks and case study material which are of direct relevance to audience researchers globally.
Introduction: Studying digital media audiences
1. User-Led transnationalism, Big Data and the World Wide Web
[Adrian Athique]
2. Audiences and Australian media policy: The relevance of George Gerbner
[Andy Ruddock]
3. Locating mobile media audiences: In plain view with Pokémon GO
[Gerard Goggin]
4. Social media, radicalization and extremist violence: challenges for research
[Ramaswami Harindranath]
5. Audiencing through social media
[Darryl Woodford, Katie Prowd, and Axel Bruns]
6. The challenges of using YouTube as a data resource
[Craig Hight]
7. You Tried!: Failure in a universityy social network site
[Erika Pearson and A.C.M. Moskal]
8. Beyond ‘the profile’: Multiple qualitative methods for researching Facebook drinking cultures
[Ian Goodwin, Christine Griffin, Antonia Lyons and Tim McCreanor]
9. Ambient liveness: Searchable audiences and second screens
[Michele Zappavigna]
10. Teaching with Twitter: A case study in the practice of audiencing
[Sue Turnbull and Christopher Moore]
11. Migrants and mediatization: Three generations of Dutch migrants to Aotearoa / New Zealand.
[Joost de Bruin]
Craig Hight is an Associate Professor in Communication at the University of Newcastle, Australia. His research interests have focused on audience research, digital media and documentary theory. He is currently researching the relationships between digital media technologies and documentary practice, especially the variety of factors shaping online documentary cultures.
Ramaswami Harindranath is Professor of Media at the University of New South Wales, Australia. He has published widely on audience research; global media, economy and culture; diasporic media and cultural politics; multicultural arts and cultural citizenship; South Asian politics and culture; and postcoloniality. He is currently completing a manuscript entitled Southern Discomfort, which re-assesses the concept and politics of cultural imperialism.
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