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

In: Handbook of Media Branding

Author

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  • Kati Förster

    (University of Vienna)

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.

Suggested Citation

  • Kati Förster, 2015. "An Audience-Centered Perspective on Media Brands: Theoretical Considerations, Empirical Results and ‘White Spaces’," Springer Books, in: Gabriele Siegert & Kati Förster & Sylvia M. Chan-Olmsted & Mart Ots (ed.), Handbook of Media Branding, edition 127, pages 281-293, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-18236-0_19
    DOI: 10.1007/978-3-319-18236-0_19
    as

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