Aleph
Volume 11, Numéro 5, Pages 51-75
2024-11-25

Audience Evolution In The Digital Era : From Media Consumers To Market Commodities



Authors : Benrabah Djazia .

Abstract

Abstract : Despite the early research contributions in the field of audience research, audience evolution is still rising considering number of views and producing several new approaches either in media and marketing studies. The purpose of this paper is to expose the main views on audience in media and marketing studies, the shift in audience research from considering reception to consumption, then to demonstrate that the contemporary tendencies in the new environment of consumerism and advertising industry seem to lead into a new audience conceptualization of media audience, what may result into a reconsideration of mass audience concept as Consumer Target Group.

Keywords

Audience,consumer-audience,consumer target group, work of the audience, audience commodity/ audience product.

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