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

• Main Authors: Dzakiria, Hisham (Author), Kasim, Azilah (Author), Yusoff, Nuraini (Author)
• Format: Book
• Published: UPENA, 2007.
• Subjects: Article; PeerReviewed
• Online Access: Link Metadata

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...