Who cares about audience?
- advertisers
- commercial broadcasters
- production houses
- program makers
- government policy makers
- social scientists/psychologists
- cultural theorists/media scholars
Changing conditions of audiences/consumers
- from broadcasting to narrowcasting
- from citizens to consumers
Characteristics of a post-broadcast era
Changes in:
- television institutions/major players
- technologies of production, distributions and consumption
- audience practices
- aesthetic sensibilities
Digitalisations/post-broadcast
- imagining the audience differently
Theorising the ‘active audience’
- A ‘reception studies’ traditional in media/cultural/television studies has focused on audiences and how they read/make sense of text
Interpellation
- the process by which individuals/readers are ‘hailed’ – in other words when the individual is prompted by a text to recognise him or herself as being a subject that belongs in role
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