ABSTRACT
Audience is a central part of any mediated communication process, as it is “hard to imagine any form of media studies that is not, on some level, about audiences” ( Webster 1998, 190). This centrality is one of the best reasons to explain why most people hold an intuitive understanding about the meaning of this concept. Traditionally, one can present the audience as a group of people with common practices related to the media devices and products offered by any kind of individual or collective sender. But do these simple definitions reflect the transformations encountered during the last two decades?
