Livre - The audience commodity in a digital age
070 MCG
Description
Livre
Peter Lang
McGuigan Lee
Manzerolle Vincent
Presentation materielle : 1 vol. (xv, 328 pages)
Dimensions : 23 cm
This edited collection comprises foundational texts and new contributions that revisit the theory of the «audience commodity» as first articulated by Dallas Smythe. Contributors focus on the historical and theoretical importance of this theory to critical studies of media/communication, culture, society, economics, and technology – a theory that has underpinned critical media studies for more than three decades, but has yet to be compiled in a single edited collection. The primary objective is to appraise its relevance in relation to changes in media and communication since the time of Smythe’s writing, principally addressing the rise of digital, online, and mobile media. In addition to updating this perspective, contributors confront the topic critically in order to test its limits. Contextualizing theories of the audience commodity within an intellectual history, they consider their enduring relationship to the field of media/communication studies as well as the important legacy of Dallas Smythe.
Acknowledgements, p. ix Foreword, Vincent Mosco, p. xi CHAPTER ONE. AFTER BROADCAST, WHAT? AN INTRODUCTION TO THE LEGACY OF DALLAS SMYTHE, Lee McGuiganchapter, p. 1 PART ONE. FOUNDATIONAL TEXTS CHAPTER TWO AUDIENCES, COMMODITIES AND MARKET RELATIONS: AN INTRODUCTION TO THE AUDIENCE COMMODITY THESIS, William H. Melody, p. 23 CHAPTER THREE. COMMUNICATIONS: BLINDSPOT OF WESTERN MARXISM, Dallas W. Smythe, p. 29 CHAPTER FOUR. INTRODUCTION TO THE BLINDSPOT REVISITED, Graham Murdock, p. 55 CHAPTER FIVE. BLINDSPOTS ABOUT WESTERN MARXISM: A REPLY TO DALLAS SMYTHE, Graham Murdock, p. 59 CHAPTER SIX. INTRODUCTION TO «RATINGS AND THE INSTITUTIONAL APPROACH», Eileen R. Meehan, p. 71 CHAPTER SEVEN. RATINGS AND THE INSTITUTIONAL APPROACH: A THIRD ANSWER TO THE COMMODITY QUESTION, Eileen R. Meehan, p. 75 CHAPTER EIGHT. INTRODUCTION TO «WATCHING AS WORKING», Sut Jhally, p. 85 CHAPTER NINE. WATCHING AS WORKING: THE VALORIZATION OF AUDIENCE CONSCIOUSNESS, Sut Jhally/Bill Livant, p. 91 PART TWO. SOCIAL MEDIA, AUDIENCE MANUFACTRURE, AND THE WORK OF SELF-MARKETING CHAPTER TEN. THE INSTITUTIONALLY EFFECTIVE AUDIENCE IN FLUX: SOCIAL MEDIA AND THE REASSESSMENT OF THE AUDIENCE COMMODITY, Philip M. Napoli, p. 115 CHAPTER ELEVEN. EXTENDING THE AUDIENCE: SOCIAL MEDIA MARKETING, TECHNOLOGIES AND THE CONSTRUCTION OF MARKETS, Jason Pridmore/Daniel Trottier, p. 135 Chapter twelve. Capital’s New Commons: Consumer Communities, Marketing and the Work of the Audience in Communicative Capitalism, Detlev Zwick/Alan Bradshaw, p. 157 PART THREE. THE POLITICAL ECONOMY OF MEDIA TECHNOLOGIES: THE INTERNET, MOBILE DEVICES, AND INSTITUTIONS OF INFORMATIONAL CAPITALISM CHAPTER THIRTEEN. FROM GOOGOL TO GUGE: THE POLITICAL ECONOMY OF A SEARCH ENGINE, Micky Lee, p. 175 CHAPTER FOURTEEN. «FREE LUNCH» IN THE DIGITAL ERA: ORGANIZATION IS THE NEW CONTENT, Mark Andrejevic, p. 193 CHAPTER FIFTEEN. TECHNOLOGIES OF IMMEDIACY / ECONOMIES OF ATTENTION: NOTES ON THE COMMERCIAL DEVELOPMENT OF MOBILE MEDIA AND WIRELESS CONNECTIVITY, Vincent Manzerolle, p. 207 PART FOUR. TOWARD A MATERIALIST THEORY OF COMMERCIAL MEDIA IN A DIGITAL AGE CHAPTER SIXTEEN. COMMODITIES AND COMMONS, Graham Murdock, p. 229 CHAPTER SEVENTEEN. VALUE, THE AUDIENCE COMMODITY, AND DIGITAL PROSUMPTION: A PLEA FOR PRECISION, Edward Comor, p. 245 CHAPTER EIGHTEEN. DALLAS SMYTHE RELOADED: CRITICAL MEDIA AND COMMUNICATION STUDIES TODAY, Christian Fuchs, p. 267 Bibliography, p. 289 List of contributors, p. 319 Index, p. 323
