In search of the audience

Abstract

We all are members of media audiences. On many occasions, we are self-consciously so – such as when we sit in darkness in a cinema, transfixed by a larger-than-life screen, sharing the experience with a group of relative strangers. More frequently, we are part of an audience through habit or circumstance. Much of our media use is habitual. We are often barely aware of it. We scan the morning newspaper, half-listen to the car radio or iPod on the journey to work or university, glance at billboards, check online daily news updates, glance at the evening news bulletin – all this happens amidst the clutter of domestic life and regular patterns of work and leisure.