The audience

Research output: Contribution to journalArticlepeer-review

42 Scopus citations


The audience is one of the central elements of media studies. Yet, the term connotes many different, sometimes contradictory things. This article surveys the field of audience studies, noting common concerns in otherwise disparate bodies of research and theory. It identifies three basic models of the audience: audience-as-mass, audience-as-outcome, and audience-as-agent. It concludes with a number of recommendations for future work on the audience.

Original languageEnglish (US)
Pages (from-to)190-207
Number of pages18
JournalJournal of Broadcasting and Electronic Media
Issue number2
StatePublished - Jan 1 1998

ASJC Scopus subject areas

  • Communication

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