An Introduction to Audience Research
Audiences are the source of the media’s wealth and power. They pay directly for goods and services. And even when audiences choose “free” media, their attention is sold to advertisers for billions of dollars, euros, and yen. Beyond establishing the value of media products, audiences confer social significance on the media through their choices. The programs and websites that succeed in attracting large numbers of followers help set public agendas and shape the cultures in which we live.
However, audiences are elusive. They are dispersed over vast geographical areas, sometimes on a global scale. They are tucked away in homes and businesses, where they move fluidly from one “platform” to the next. ...
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