Communication essay: audience participation.
Given the time spent by audiences consuming the media, it is hardly surprising that much speculation and debate has focused on the exact nature of the relationship between audiences and media output. It is possible to identify distinct phases of audience analysis. What makes these phases distinct is the degree to which the balance of power and influence is attributed to the media, in terms of production and content, or to the audience, as receiver of that production. (Sullivan:1984)
With the emergence of media and cultural studies in the earl…
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