Lecture 11 The audience of mass communication ◆ Objectives o Understand the concepts of audience and their various implications Have an idea on the approaches to the understanding of audience and two models in particular: passive and active audience Understand their relationship with social and media developmentLecture 11 The audience of mass communication  Objectives:  Understand the concepts of audience and their various implications  Have an idea on the approaches to the understanding of audience and two models in particular: passive and active audience  Understand their relationship with social and media development