ABSTRACT
During recent decades a number of different studies have highlighted the characteristics of contemporary audiences. People act as audiences in their everyday life through both traditional media consumption (i.e. watching television) and by producing, commenting, sharing and using media content in their communication activities. Moreover, the inhabitants of the connected socio-technical environment provided by social media act as a networked audience, group and public (Livingstone, 2005; Varnelis, 2008).
