Media Term Thursday #2

Mass Audience

The concept of mass audience began in the early days of cinema, radio and television. It is the notion of something being communicated to an enormous number of people from all walks of live with diverse values, beliefs and attitudes and the impact or influence it has on them.

It is commonly acknowledged that the theory of mass audience is in decline, our lives are more media-rich (we have more choices) and we are increasingly interacting with media on a one-to-one basis.

Excerpt from Media Key Terms and Concepts