Document Type

Book Chapter

Publication Details

Turnbull, S. E. 2010, ''Imagining the audience'', in S. Cunningham & G. Turner (eds), The Media & Communications in Australia, 3 edn, Allen & Unwin, Crows Nest, Australia. pp. 65-78.


One of the most intriguing aspects of the media audience is that most media audiences do not exist - at least not in the way that the highly visible (and audible) audience for a football match or rock concert exists in a specific time and place. Even though we might reliably assume that a lot of people are reading the same magazines, listening to the same radio stations and accessing the same websites, it is unlikely that they will be doing so in the same place or necessarily at the same time.