Is an elusive concept with a range of possibilities of meanings.
It can be personal, mediated, hierarchal or egalitarian.
It could designate a channel of communication, form or content of communication.
Highlighting psychological social or economic traits,
Refer to writing, speech, signs, or gestures.
Technologies, Human Voice, Body
Recent phenomenon, undistinguished, enjoyment of same content, drawing the same meaning, can
generate fragmented audiences
Every theory of communication is also a theory of the audience, every act of communication implies the
existence of an audience, the audience is the most complex aspect of communication and the least
studied. Audiences possess low-intelligence (i.e. the lowest common denominator), are passive and easy
Empirical Measurement I – Demographics
We judge audiences on the basis of their composition; Who, How many, Geographical Distribution,
Income level, Educational level
Empirical Measurement II
A limited perspective b/c it does not tell us how to evaluate audiences
It may assume that all audiences are the same when audiences differ
a) In why they come together
b) In their expectations
c) In their outcomes Audience Competence I
All audiences seek experiences
a) Knowledge of the structure of experience (i.e., conventions such as how stories begin and end)
b) Knowledge of how the