Audience refers to a group of individuals attending to a common media. Audience receive communication from the same source, but are not active participants and do not communicate with each other. Audience Segmentation can drive smarter product development, and the decisions are made safer. Audience and audience studies are used to draw attention to the methods used by media corporations to develop audiences of readers, listeners and viewers with the objective of selling access to this audience to advertisers. Audience theory developed within academic literary theory and cultural studies. Audience is defined as an individual's or a group of persons' reception and perception of a culture product and products of communicative actions.
Audience studies is the field of scholarship where audience observation and analysis of individuals and their behavior with regard to their intake of a particular culture products presented in a medium or media.
The following categories of audience can be listed:
Readers as audience, Auditory audience, Auditory and visual audience of performance, Visual audience, Mixed auditory and visual audience of media, New media and technology audience like world wide web.
Obstinate audience theory assumes that there is a transactional communication between the audience and the media. In Obstinate audience theory, the audience actively selects what messages to pay attention to, and The Zimmerman-Bauer study found that the audience also participates in the communication by influencing the message.