Audience Research in the Emerging Media Environment

Abstract

This article reviews the current literature on audience studies and attempts to provide some directions for future research. First, based upon McQuail's typology, it identifies three approaches to audience research: structural, behavioral and socio-cultural. Next, it addresses the issue of audience fragmentation and polarization in the multi-channel age. The necessity of redefining the concepts of mass audience and mass communication in the new media environment is also discussed. Then, this paper summarizes recent developments in media effects and uses-and-gratifications research, followed by a brief discussion of evolving uses and effects research.