In this subject students analyse different approaches to concepts of the audience from a communication perspective. They critically evaluate the media-influence process and use case studies for a comprehensive and critical assessment of theoretical approaches. Students review and apply semiotics as an approach to understanding the many influences on individual interpretation of visual, auditory and verbal signs. They assess methods to measure audience and to understand audience reception. This subject also explores issues and trends in communication and the implications of the increase in opportunities for interaction on concepts of the audience.

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