Mytton G., Diem P., van Dam P.H. "Media audience research. A guide for professionals" (book review)

Abstract

The review gives a brief description of a book entitled “Media Audience Research. A Guide for Professionals”. The authors of the book are introduced to the wide Russian audience with some core facts of their biographies. The reviewer gives a description of every chapter and points that strategies and methods of conducting research. These are described using clear terminology, which can be easily comprehensible not only for academic media audience researchers, but also for the wide professional society of broadcasters, content creators, advertising agencies, marketing specialists and students of higher education institutions .
The main advantage of the book is that it describes methods and specific details in the research on the audience of different types of media: not only traditional television, radio or newspapers and magazines, but also new and social media, audience research of mobile devices and etc.
The reviewer refers to Chapter 8 (“Audience opinion and reaction”) as presenting interesting and new findings for the research sphere. The research of the audience reaction may provide additional information, which is even more valuable for content creators and advertising agencies. The research on user feedback is widely used by every type of media in modern circumstances.
The book will be interesting not only for professionals, but for everybody who wants to know more about media audience research.