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Concept of Mass Audience article

2 Pages
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Department
Media Studies
Course Code
MDSA02H3
Professor
Ted Petit

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The Concept of Mass Audience
Radio and television seen as mass communication and characterizes many people as
the mass. The mass audience is the foundation of the medias economic and cultural
power.
Requirements for Mass Audience
Statistical Thinking
Audience Measurement
New Science of Sociology
The mass, then, is a heterogeneous collection of individuals who are separate from one
another and act autonomously. (p. 7); The shape of mass audience was revealed by
quantifying selected attributes of individual audience members and aggregating the
results. Of central importance were the selections people made from available media
offerings. (p. 8-9)
Criticisms of the Mass Audience Concept
Obsolete no such thing as a mass audience
Simplistic issues of taste and class; taste segments might be more accurate
Self-serving study of audiences works toward further institutionalization and
reinforcement of market ideology/advertising; the mass audience is a commodity
Social character of the audience we do not view alone; mass audience thinking pays
very little attention to the operation of social relations among audience members (p. 13)
There are no masses, only ways of seeing people as masses (p. 15)
When we aggregate individuals, each of whom has little, if any power, we create
something new and quite formidable. . . . Although the concept might be seen as a device
for institutions to control the public, the mass audience is not so easily managed. In an
ironic twist, the institutions that conspire to create the mass audience may find they
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Description
The Concept of Mass Audience Radio and television seen as mass communication and characterizes many people as the mass. The mass audience is the foundation of the medias economic and cultural power. Requirements for Mass Audience Statistical Thinking Audience Measurement New Science of Sociology The mass, then, is a heterogeneous collection of individuals who are separate from one another and act autonomously. (p. 7); The shape of mass audience was revealed by quantifying selected attributes of individual audience members and aggregating the results. Of central importance were the selections people made from available media offerings. (p. 8-9) Criticisms of the Mass Audience Concept Obsolete no such thing as a mass audience Simplistic issues of taste and class; taste segments might be
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