Part 1/3: audiences and fandom: audiences consume media, different ways which media objects are defined according to who is doing the defining raises questions, audience is a more complicated concept that it first seems, 1. Media organizations produces audiences: audience will ultimately consume media objects is not primary audience for media producers, the primary audience for media organizations are other corporations or businesses, 2. The audience is a concept born of media institutions: media institutions, which are entities and companies that produce media, for profit or not for profit, imagine or abstract the audience commodity. Information used to sell ad space to companies whose demographics overlap with media object: 3. Dominant reading accepts or ratifies the particular way of seeing or hearing the world presented in the media text: 2. Oppositional reading not outright rejection of message, but a reading in which the preferred message is understood by the consumer/reader but rejected: 3.