Napoli explores the interplay between political and economic interests in the audience marketplace and their effect on audience evolution he recounts the battles waged between stakeholders over the assessment of media audiences and their efforts to restrict the functionality of new technologies. Audiences new technologies are at the heart of all of these changes new media technologies that give audiences increased control and increased choice over when where and how they consume media are transforming the relationship between audiences and the media at the same time new technologies for. Although this book focuses on the contemporary dynamics surrounding the evolution of media audiences it is important to recognize that audience evolution is an ongoing process that is likely to persist into the future when appropriate conditions are present and that extends back into the past. He recounts the battles waged between stakeholders over the assessment of media audiences and their efforts to restrict the functionality of new technologies as napoli makes clear the very meaning of the media audience continues to evolve in response to changing technological economic and political conditions. Todays consumers have unprecedented choice in terms of the technologies and platforms that access produce and distribute media content the development and overlap of television the internet and other media technologies is fragmenting and empowering media audiences more than ever
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