- Julian McDougall (2009) suggests that in the online age it is getting harder to conceive a media audience as a stable, identifiable group.
- However - audiences still clearly make sense and give meaning to cultural products.
- An audience can be described as a "temporary collective" (McQuail, 1972)
- Key terms: Mass / niche and mainstream/ Alternative
Tuesday, 2 December 2014
Theory: Julian McDougall
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