[Commlist] New book: Creating the Viewer

We would like to announce a new publication from the University of Texas 
Press, which we hope will be of interest.

*Creating the Viewer***

Market Research and the Evolving Media Ecosystem

*Justin Wyatt***

*_https://www.combinedacademic.co.uk/9781477329061/creating-the-viewer/_*

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*Receive a 20% discount online*:*

*LLS24*

*Valid until 11:59 GMT, 31^st December 2024. Discount only applies to 
the CAP website.

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A study of the largely hidden world of primary media market research and 
the different methods used to understand how the viewer is pictured in 
the industry.

The first book on the intersection between market research and media, 
/Creating the Viewer/takes a critical look at media companies’ studies 
of television viewers, the assumptions behind these studies, and the 
images of the viewer that are constructed through them. Justin Wyatt 
examines various types of market research, including talent testing, 
pilot testing, series maintenance, brand studies, and new show 
“ideation,” providing examples from a range of programming including 
news, sitcoms, reality shows, and dramas. He looks at brand studies for 
networks such as E!, and examines how the brands of individuals such as 
showrunner Ryan Murphy can be tested. Both an analytical and practical 
work, the bookincludes sample questionnaires and paths for study 
moderators and research analysts to follow. Drawn from over fifteen 
years of experience in research departments at various media companies, 
/Creating the Viewer/looks toward the future of media viewership, 
discussing how the concept of the viewer has changed in the age of 
streaming, how services such as Netflix view market research, and how 
viewers themselves can shift the industry through their media choices, 
behaviors, and activities.

*Justin Wyatt*is an associate professor of communication studies, 
film/media, and journalism at the University of Rhode Island, the author 
of multiple books, /including High Concept: Movies and Marketing in 
Hollywood/, and co-editor of /Screening American Independent Film and 
Refocus: The Later Films and Legacy of Robert Altman/.



*University of Texas Press**| April 2024 | 328pp | 9781477329061 | PB | 
£29.99**

*Price subject to change.

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