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What is an audience? In the 1920's and 1930's research began into the relationship between media texts and their audiences. People believed that the media were responsible for manipulating their audiences, the consumers of their product. Since then a huge amount of research has been conducting trying to define what the relationship between the media and the audience actually is. This research has reached no final conclusion and many believe that there is no reason to continue their work. Katz (1987) argues that a swing of audience perception takes place every ten years. This is to say that the way that the audience consume and use the media changes constantly. To evaluate this view it is necessary to examine how media and audiences interact, looking at theories of mode of address, use and gratifications, audience placement and most importantly audience reception. Simply put the mode of address is the theory for...

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