Who cares about audiences??? Well apparently a lot of people do, such as: advertisers, commercial broadcasters, cable networks, social scientists, psychologists, government policy makers and there are more but this whole post would just be this list. This lecture was pretty important for project brief 4, because my group is starting to look at media effects on audiences, which is some of what today’s lecture is actually focused on. “There are in fact no masses; there are only ways of seeing people as masses … a way of seeing people which has become characteristic of our kind of society … [a way of seeing that] has been capitalised for the purposes of cultural or political exploitation” -R. WILLIAMS, CULTURE AND SOCIETY (1963). This is a very important point, because we always consider audiences to be a mass of people, which is technically true, but it is important to understand that audiences are all different and its easier to understand this by imagining audiences just with their family in the lounge room watching TV rather than imagining audiences as a mass sitting at a stadium watching a TV show on the big screen.