Lesson 1

• audiences


  play a crucial role in media communication, including the factors that shape the audience’s behavior and engagement
• audience


  may be any group of people exposed to media
• Consider the differences between audiences of different media. We may cite the following items as areas of differences:

  • Level of activity and engagement with the media and information text

  • Level of interaction with fellow audiences

  • Location and space occupied

  • Amount of time devoted to watching or viewing

  • Accessibility and proximity
• Audiences of noontime shows


  come together to vicariously engage with a specific form of entertainment. They clap, they sing, they wave their hands, and they are sometimes enjoined to be part of the contest.
• Television audiences


  in domestic settings are also to be engaged but perhaps in a limited way. There are phone-in-features embedded in the format of a television show so audiences at home can join the contests.
• Space and location


  bear on the behavior of the audiences
• Audiences in the cinema


  behaved differently as they remained seated and couched in the darkness of the theater.
• The notion of the public


  is conveniently attached to the idea of the audience.
• TYPOLOGY OF AUDIENCES: Nightingale (quoted by McQuail 2000, 233)

  • Audience as “the people assembled”
  • Audience as “the people addressed”
  • Audiences as happening
  • Audience as “hearing” or “audition”
• Audience as “the people assembled”


  paying attention to a media performing before them.
• Audience as “the people addressed"


  referring to a group of people who were imagined by the communicator in the creation and dissemination of the text.
• Audiences as happening


  could be experience of reception alone or with others as an interactive event like live streaming on the internet of a global event.
• Audience as “hearing” or “audition” 


  refers to participatory audience experience, a high degree of engagement like in a noontime show broadcast live, and the audience participation is embedded in the show.
• Emerging platforms


  also allow viewers to follow through their programs even after it has been aired (e.g., iwanttv.com.ph or a dedicated YouTube channel), enabling them to choose what time and where could they enjoy their favorite programs.
• audience


  still has its roots in the idea of a spectator, or the captive set of listeners or viewers assembled in a public and common space.
• Europe and the United States. By the 1920’s


  newspaper industry and the cinema have both gained foothold in
• ‘market‘


  has gained in currency. It may be defined as an aggregate of actual or potential consumers of media.
• McQuail (2010, 366)


  sees this as a pragmatic and necessary one for media industries-to treat audiences as sets of consumers
• Segmenting audiences


  tailor the content to a specific segment of society, thus improving the quality of the content that will most likely be relevant and appropriate to the needs and desires of the target audience.