Glossary: Mass audience

What is ‘Mass audience’? this term caught my attention because it’s very interesting how now new media and digital tools trying to define the difference between mass and niche audiences.

According to ‘Mass Communication In Canada’ book mass audience means a convenient shorthand term for the great numbers of people who constitute the mass entertainment audience; rather than being conceived as homogeneous, vulnerable, and passive, the mass audience is better thought of as a great number of individuals of heterogeneous backgrounds who use the media for a great variety of purposes.

In my opinion mass audience is who consume programs or popular texts such as ‘friends’ or ‘family guy’ and medium that targets a very large group of people (females, males, children, adults etc).



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