Mobilising the Audience

Mobilising the Audience is the first comprehensive integration of industry and academic audience research in Australia. Introducing new directions in method and analysis, this contemporary probe into 'audience-making' illustrates the ways marketers, producers and governments mobilise an audience. Included are case studies of Generation X, computer gaming, the child audience, TV ratings, Aboriginal media, and Asian community television. Such a diverse range provides real life contexts for students, professionals and industry workers, introducing them to the critical links between research about media audiences and use of that research in making decisions about policy and content. Readers will be interested, too, in the significance of geo-demographics in public opinion polls, and the influence of audience in the shaping of our cultural institutions.

Mark Balnaves is Associate Professor of Public Relations and Journalism at Edith Cowan University in Perth John Banks is Community Relations Manager for Auran, a Brisbane-based games company. He is completing a PhD at the University of Queensland on gaming and gamers Stephen Cox is a Research Adviser with the Faculty of Business, Queensland University of Technology. He has a background in social psychology and his field of expertise is in multivariate statistical analysis Stuart Cunningham is Professor and Director of the Creative Industries Research and Applications Centre (CIRAC), Queensland University of Technology Patricia Gillard is Managing Director of User Insite Pty Ltd Kerry Green is an Associate Professor at the University of Canberra's School of Professional Communication Chris Lawe Davies is Director of Studies in the Faculty of Social and Behavioural Sciences, University of Queensland Michael Meadows is Associate Professor of Journalism at Griffith University, Brisbane Tom O'Regan is Professor in the School of Film, Media and Cultural Studies at Griffith University John Penhallurick is Associate Professor of Communication at the University of Canberra Jason Sternberg is a Lecturer in Media Communication and a researcher with the Creative Industries Research and Applications Centre in the Creative Industries Faculty at Queensland University of Technology