Including numerous full-color photographs of the innovative exhibit and helpful, easy-to-understand illustrations, the authors explore the major factors in our planet's evolution: how Earth emerged from the swirling dusts of a nascent solar system; how an oxygen-rich, life-sustaining atmosphere developed; how continents, mountain ranges, and oceans formed; and how earthquakes and volcanic eruptions alter Earth's surface. Traversing geologic time and delving into the depths of the planet-—beginning with meteorites containing minuscule particles that are the solar system's oldest known objects, and concluding with the unusual microbial life that lives on the chemical and thermal energy produced by sulfide vents in the ocean floor—The Earth Machine provides an up-to-date overview of the central theories and discoveries in earth science today. By incorporating stories of real-life fieldwork, Mathez and Webster explain how Earth is capable of supporting life, how even the smallest rocks can hold the key to explaining the formation of mountains, and how scientists have learned to read nature's subtle clues and interpret Earth's ever-evolving narrative.
This updated edition covers:International markets, reflecting the growth in audience research businesses with the expansion of advertising into new markets such as China. Emerging technologies, reflecting the ever increasing ways to deliver advertising electronically and through new channels (social media, Hulu) Illustrates applications of audience research in advertising, programming, financial analysis, and social policy; Describes audience research data and summarizes the history of audience measurement, the research methods most often used, and the kinds of ratings research products currently available; and Discusses the analysis of audience data by offering a framework within which to understand mass media audiences and by focusing specifically to the analysis of ratings data.
Appropriate for all readers needing an in-depth understanding of audience research, including those working in advertising, electronic media, and related industries, Ratings Analysis also has much to offer academics and policy makers as well as students of mass media.
Recently, media scholars have reopened inquiry into the meaning of "audience." They question the utility of the mass audience concept, characterizing it as insensitive to differences among audience members inescapably bound up with discredited notions of mass society, or serving only a narrow set of industrial interests. The authors of this volume find that these assertions are often false and unwarranted either by the historical record or by contemporary industry practice.
Instead, they argue for a rediscovery of the dominant model by summarizing and critiquing the very considerable body of literature on audience behavior, and by demonstrating different ways of analyzing mass audiences. Further, they provide a framework for understanding the future of the audience in the new media environment, and suggest how the concept of mass audience can illuminate research on media effects, cultural studies, and media policy.