Audience Studies

A Japanese Perspective

By Toshie Takahashi

© 2010 – Routledge

252 pages

Purchasing Options:
Paperback: 9780415896580
pub: 2011-05-16
US Dollars$54.95
Hardback: 9780415800136
pub: 2009-08-05
US Dollars$135.00

About the Book

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.

Table of Contents

Preface Introduction 1. Audience Activity, Everyday Life and Complexity- A Theoretical Framework for Understanding Media Audiences 2. Towards the ‘Internationalising’ of Media Audience Studies from a Japanese Perspective 3. Audience Engagement with Media and ICT 4. Media and Uchi 5. Media, Self-Creation and Everyday Life 6. Reflection on the Audience Appendices

About the Author

Toshie Takahashi is Associate Professor, Department of Communication and Media Studies, Rikkyo University, Japan.

About the Series

Routledge Advances in Internationalizing Media Studies

Through publishing comparative and region-specific studies, this series aims to bring Asian, Latin American, African, and Middle Eastern media and cultural studies scholarship to the English speaking world and--in addition-- to promote cutting edge research on the globalization of media, culture, and communication.

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Subject Categories

BISAC Subject Codes/Headings:
SOCIAL SCIENCE / Media Studies