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