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What changes have taken place to the ways in which the audience is perceived?How have audiences become fragmented in the search for ratings?What next for audience research in the 21st century?The study of 'audience' is a central concept in both media and cultural studies. Although it has become an academic fashion to turn away from the idea that groups of people can share common purpose or interests, there are still enough reasons for wanting ...

a simple yet excellent overview of the multilayered path of audience research, tracing its evolution over the last century..." European Journal of Communication*How has the concept of 'the audience' changed over the past 50 years?*How do audiences become producers and not just consumers of media texts?*How are new media affecting the ways in which audiences are researched?The audience has been a central concept in both in media and cultural st...