Understanding Media Users: From Theory to Practice focuses on the
blurred concept of the *"*active audience" at the core of media studies.
- examines the relationship between media and audiences by one of the
world's leading media scholars
- provides a history of media effects' and an overview of the current
analytical approaches that constitute media reception theory
- charts some of the most important interfaces of media reception and
interaction - TV, film, the Internet, advertising, journalism, and
tourism studies
- concludes with additional insights into the future of media reception
in a global age