Audience theories date back to the early 20th century. in the 70’s there was a shift towards the idea that the audience is active, and not passive. The patriachy was interested in these theories to understand how to advertise properly.

Broadcast paradigm: the effect tv has on the nation, it orginingally wasnt there for advertisint. The culture industry that comes out of the 40’s 50’s, german jewish and saw what what happening in cinema, nazi brainwashing. Saw the American system and thought it was just as bad. The media was focused on keeeping the masses controlled

Post-broadcast paradigm: understands audiences are more complex and it is about recognising teh ragmentation of the audience. its about consumers. its about a different category of consumption. Individual choice

We have only lived in a post-broadcast world

Establishments who are interested in these thories: government, advertisers, communication occupationists, prodution houses, social scientist/psychologists, cultural theories/ media scholars. They use semiotic analyses

key debates

• means of production is cheaper,
• distribution and consumption (internet)
• no longer do places do one soul area of production
• convergence of telco companies and television
• aesthetic sensililities, the emergence of true tv narratives

Audience practices is the main one

• The living room is now brocken
• What are audiences doing now

Media effects thoery

• Anxiety of tvs power
• audeicnes is passive/ manipulated brainwashed
• lab experiments, focus groups, playground