1. Julian McDougall
Julian McDougall suggests that in the online age it is getting
harder to conceive a media audience as a stable, identifiable
group.
However- audiences still clearly make sense and give meaning
to cultural products.
An audience can be described as a "temporary collective"
(McQuail, 1972).
Key terms:
Mass/Niche & Mainstream/Alternative
This theory can be applied to my products when identifying our
audience as alternative rather than mainstream, mass or niche
because it isn't found within the most popular of genres although
it has still got a large audience size.
