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Podcast: New Books in Communications
Episode: Justin Wyatt, "Creating the Viewer: Market Research and the Evolving Media Ecosystem" (U Texas Press, 2024)
Description: Creating the Viewer: Market Research and the Evolving Media Ecosystem (U Texas Press, 2024) is 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 stud...