Understanding & inculcating qualitative audience analysis research in Malaysian screen industry / Hisham Dzakiria, Azilah Kasim and Nuraini Yusoff

• 主要な著者: Dzakiria, Hisham, Kasim, Azilah, Yusoff, Nuraini
• フォーマット: 論文
• 言語: English
• 出版事項: UPENA 2007
• 主題: Audiences; Malaysia
• オンライン･アクセス: http://ir.uitm.edu.my/id/eprint/11611/1/AJ_HISHAM%20DZAKIRIA%20JSM%2007%201.pdf; http://ir.uitm.edu.my/id/eprint/11611/

In the words of Justin Lewis (1991), any screen production power lies in its encounter with the audience. One cannot exist without the other. As he immediately proceeds to acknowledge, however, this idea is "often difficult to grasp empirically" (p. 61) and the issue of how the idea works...