This provocative book shows how media institutions define their
audiences and how these definitions shape the work of organizations
within them. Leading scholars show that the audience
definitions-in-use in each sector shape modern media. Receivers,
they argue, are constituted as institutionally-effective audiences
that have social meaning and//or economic value within the system.
These include measured audiences, generated by research services,
sold by media channels and bought by advertisers; specialized or
segmented audiences whose particular interests are anticipated or
created and then met by content producers; and hypothesized
audiences whose interest, convenience and necessity are presumably
protected by regulators.
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