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AUDIENCE
A group of individuals attending to a common media. They receive communication from the same source, but are not active participants and do not communicate with each other. In sociology, the term is used to draw attention to the way that media corporations develop audiences of readers, listeners and viewers with the business objective of selling access to this audience to advertisers. In this perspective the creation and maintenance of an audience (rather than the activity of communication) is the prime goal of media enterprises. See: CONSUMER CULTURE / .

Last updated 2002--0-9-


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Athabaca University ICAAP

© Robert Drislane, Ph.D. and Gary Parkinson, Ph.D.
The online version of this dictionary is a product of
Athabasca University and
ICAAP

*This social science dictionary has 1000
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science and women's study with a commitment to Canadian examples and
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