This lectorial focuses on the audience and what that means for broadcasting and post-broadcasting. It outlined what the importance of an audience was, both at a local scale and what it means for business and broadcasters, such as television and how it uses audience information.

There was increased elaboration on mass culture and mass audience and how media broadcasters are involved with lab experiments, focus groups, observation and audience manipulation. Adorni and Horkheimer (1963) suggest that the loss of imagination and spontaneity are ‘attributed to the objective nature of the products themselves’.

It was interesting to see how opinions on what an audience is and its role in broadcasting has changed over the years and would be useful to study audiences for in project brief 4.