Studying Digital Media Audiences : Perspectives from Australasia

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.