Media product as artefact = audience: owner, subscriber, listener, viewer, spectator, user, player. Media product as commodity = audience: market, consumer. Media product as text = audience: receiver, reader, interpreter, spectator, respondent: media organizations produce audiences. Other corporations are their primary audiences of media organizations. Radio station formats i. e. adult contemporary, all sports, country: the audience is a concept born of media institutions. Audiences always existed, but this statement is related to the way that media creates audiences and treats the audience as a commodity to be sold. Brands create media kits to provide demographic info about imagined audiences for potential advertisers or sponsors: media scholars produce audiences. Intentional conscious and active process of managing info and ideas to achieve affects of political or social nature methods include censorship, planting of lies, etc. Took on negative connotation with the rise of fascism in europe between wwi and wwii. Nazis in particular used propaganda for terror.