Media Effects And Beyond

Media Effects and Beyond is a book that addresses various questions and issues related to the use and impact of television, video, and music. It presents the findings of an international research program that focuses on the active role of viewers in media consumption. The book covers a wide range of topics, including the effects of media on social mobility, family communication, and consumer lifestyles. It also offers a new perspective on the traditional approaches of lifestyle research and effects research. With the rise of commercial electronic media, this book is relevant for students studying contemporary culture and communications, as well as media policy decision-makers.

Addressing a multitude of questions and issues surrounding how we use the media, Media Effects and Beyond represents the results of an international research programme into the use and effects of television, video and music. Seeing the viewer not simply as passive object but as a very active subject , the contributors engage with every aspect of children's, adolescents' and families' use of the media - its character, causes and consequences. Topics explored include media and social mobility; family communication, and consumer lifestyles. Confronting the two traditions of lifestyle research and effects research, Media Effects and Beyond offers a much-needed reconceptualization of both. Written at a time when traditional European public service media systems struggle against a tidal wave of commercial electronic media, this book should be important reading for students of contemporary culture and communications, as well as to media policy decision-makers.