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Audience Studies: A Japanese Perspective by Toshie Takahashi (Paperback, 2011)

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 ethgraphy of Japanese engagement with media and ICT in the Tokyo Metropolitan Area, Takahashi offers a n-Western case study of some of the world's most advanced ICT users. Integrating n-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 techlogies. A significant contribution to the 'internationalisation' of media studies movement w underway, the book will demonstrate (1) the multiple dimensions of audience engagement; (2) the transformation of the tion 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.

Place of Publication
London
Series Title
Routledge Advances in Internationalizing Media Studies
Content Note
7 Black & White Tables, 9 Black & White Halftones, 2 Black & White Line Drawings
Author Biography
Toshie Takahashi is Associate Professor, Department of Communication and Media Studies, Rikkyo University, Japan.
Date of Publication
16/05/2011
Country of Publication
United Kingdom
Genre
Communication & Media

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