chapter  3
Newsmen’s Fantasies, Audiences, and Newswriting
Pages 18

Most studies of communication address themselves to the problem of how the message affects the audience. In the communication pro­ cess, however, effects go both ways: the audience also affects the com­ municator. The messages sent are in part determined by expectations of audience reactions. The audience, or at least those audiences about whom the communicator thinks, thus play more than a passive role in communication. The present study concerns this feedback.