Audiences for Mass Communications
Discussions of communication inevitably involve the use, either explicitly or implicitly, of the concept of an audience, the term referring to the recipients of a message or the spectators of a media performance. Alternative terms used are the public, masses, consumers or recipients. The meanings which the audience attributes to mass communications constitute the subjective reality of the media. Subjective in the sense that the comprehension and accommodation of any aspect of a performance is not necessarily predictable from manifest content. However, individual reactions are not inevitably unique and continuities which do exist within the heterogeneity of audience response are explicable in social terms.
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