Administrative Communication Research in Radio and Film Studies: Reviewing the Audience Concept

Abstract

In the early 20th century, during the nascent stages of communication research, the focal point revolved around the intricate interplay between the public sphere, democracy, and the emergence of public opinion. The profound influence of mass media on audiences took center stage in scholarly inquiries. Notably, pivotal milestones in radio and film studies marked the genesis of this field, fundamentally shaping our understanding of listeners and viewers. As the discipline evolved, radio research paved the way for extensive viewer studies within the realm of television research. Concurrently, viewer studies in the context of cinema began to assert their autonomy, gradually establishing a distinct identity. While both mediums received substantial support from foundations, film studies gradually diverged from the overarching umbrella of mass communication studies, solidifying its place as an independent academic field. Conversely, radio studies persist within the framework of mass communication research, akin to another facet of television research. This article delves into the nuances of this transformative journey, scrutinizing the shifting landscapes of administrative efforts buoyed by foundations. It probes into the alterations in the orientations of viewer studies and contemplates potential transformations in the conceptualization of audiences in the digital age. The narrative builds upon themes and potential conceptualizations, offering a comprehensive exploration of audience studies, film studies, and radio studies within the dynamic tapestry of administrative communication.