| Sumario: | Developments in the production of news, entertainment and advertising on the Web, mobile and other digital media have led academics as well as industry practitioners to advance new conceptions of audience power within the media context. We will critique these conceptions and suggest a research agenda that expects different, though converging constructions of audience among production, distribution, exhibition and financing areas of a digital media industry. We will argue that the most consequential audience construction takes place at the financing and distribution nodes, and we will suggest social implications as well as implications for academic thinking about audiences.
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