The audience commodity is the main product produced by media that earn their primary revenues from advertisers. Traditionally, advertiser-supported media have included newspapers, magazines, and commercial forms of radio, broadcast television, and cable television. Advertiser-supported media are often contrasted with media whose primary sources of incomes are audiences: books, recorded music, and films. Depending on
The news audience is the sub-group of the general media audience that is exposed to newspapers, news magazines, television news, radio news, or online news. Analyses of news audiences usually deal with their size and their structure. This can be done on the micro-level (audiences of particular newspapers, news broadcasts, etc.) or on the macro-level
The audience is an essential part of mass communication processes, and since the beginnings of communication research, it has been one of its central topics. As regards mass communication, the term “audience” describes the sum of all persons who receive or received (parts of ) a media offering. Thus, audience is a group participating in
“Audience segmentation” or “audience fragmentation” is a phenomenon that describes the process of partitioning mass audiences into smaller and smaller segments. It is considered as an inevitable outcome of competition in media markets. Hence, audience segmentation is expected to be stronger in high rather than in low-competition media environments. Models of Audience Segmentation The phenomenon
Audience research is a broad term that, in principle, denotes the systematic study of any audience for any purpose. In practice, the term usually connotes efforts to describe and analyze patterns of media consumption, often for some commercial or administrative purpose. Such research became commonplace in the early twentieth century as new forms of mass
Originally used to represent the false belief that one is being watched and evaluated by others, David Elkind proposed that construction of an imaginary audience during early adolescence was a form of “adolescent egocentrism,” which he saw as a natural outgrowth of the transition to Piaget’s formal-operational stage of cognitive development. Adolescent egocentrism is reduced