Audience Studies

A Japanese Perspective

Nonfiction, Social & Cultural Studies, Social Science
Cover of the book Audience Studies by Toshie Takahashi, Taylor and Francis
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Author: Toshie Takahashi ISBN: 9781135227791
Publisher: Taylor and Francis Publication: September 10, 2009
Imprint: Routledge Language: English
Author: Toshie Takahashi
ISBN: 9781135227791
Publisher: Taylor and Francis
Publication: September 10, 2009
Imprint: Routledge
Language: English

This book theorizes the role of media and ICT in today’s media-rich global environment and introduces a new argument of audience complexity in an accessible and lively fashion.  Based on an ethnography of Japanese engagement with media and ICT in the Tokyo Metropolitan Area, Takahashi offers a non-Western case study of some of the world’s most advanced ICT users. Integrating non-Western and Western traditions in the social sciences, the book presents a productive new framework for understanding the complex, diverse, and dynamic nature of media audiences in the context of globalization and social change brought on by new media and information technologies.  A significant contribution to the ‘internationalisation’ of media studies movement now underway, the book will demonstrate (1) the multiple dimensions of audience engagement; (2) the transformation of the notion of uchi (Japanese social groups) in a media-rich environment; and (3) the role of media and ICT in the process of self-creation. The study considers the future of a Japanese society caught in the currents of globalization and contemporary debates of universalism and cultural specificity, while at the same time offering a view of globalization from a Japanese perspective. 

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

This book theorizes the role of media and ICT in today’s media-rich global environment and introduces a new argument of audience complexity in an accessible and lively fashion.  Based on an ethnography of Japanese engagement with media and ICT in the Tokyo Metropolitan Area, Takahashi offers a non-Western case study of some of the world’s most advanced ICT users. Integrating non-Western and Western traditions in the social sciences, the book presents a productive new framework for understanding the complex, diverse, and dynamic nature of media audiences in the context of globalization and social change brought on by new media and information technologies.  A significant contribution to the ‘internationalisation’ of media studies movement now underway, the book will demonstrate (1) the multiple dimensions of audience engagement; (2) the transformation of the notion of uchi (Japanese social groups) in a media-rich environment; and (3) the role of media and ICT in the process of self-creation. The study considers the future of a Japanese society caught in the currents of globalization and contemporary debates of universalism and cultural specificity, while at the same time offering a view of globalization from a Japanese perspective. 

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