An Audience-Centered Perspective on Media Brands: Theoretical Considerations, Empirical Results and ‘White Spaces’

Kati Förster ()
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Kati Förster: University of Vienna

A chapter in Handbook of Media Branding, 2015, pp 281-293 from Springer

Abstract: Abstract In an audience perspective a media brand can be understood as a construct carrying all the connotations of (potential) recipients comprising cognitive, emotional, conscious or unconscious associations towards specific media formats, personae, genres, channels etc. Audience-centered media brand study has successfully stimulated research, but is largely isolated from communication science and other related disciplines. The aim of this article is to review and structure audience-centered research on media brands and to uncover ‘white spaces’ in this field of interest. In applying a multi-level approach of audiences, the chapter not only considers extant theoretical and methodological approaches in audience theory, but also presents a flexible framework for different interpretations of media brands’ functions and effects.

Keywords: Media brands; Audience theory; Brand personality; Brand extension; Symbolic media consumption; Participation (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-18236-0_19

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DOI: 10.1007/978-3-319-18236-0_19

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