Julian McDougall 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 & Mainstream/Alternative
This theory can be applied to my products when identifying our audience as alternative rather than mainstream, mass or niche because it isn't found within the most popular of genres although it has still got a large audience size.
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