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Audience Studies (Routledge Advances In Internationalizing Media Studies),New
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This book theorizes the role of media and ICT in todays mediarich 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 nonWestern case study of some of the worlds most advanced ICT users. Integrating nonWestern 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 mediarich environment; and (3) the role of media and ICT in the process of selfcreation. 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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