ABSTRACT
The media use behavior of the audience in relation to the marketplace of ideas concept demonstrates that the audience has an important function in mass media content decision making. Different from other industries, and other marketplaces, is the nature of the product in the mass media industry. The cultural products of information and entertainment make the mass media marketplace far different in their impact from the goods and services produced in other industries. The profound impact this industry has on society makes the study of the mass media so important.
