This chapter considers how people use media and become an audience. More specifically, it examines why audiences move from one medium to another and how these shifts affect the business of media. It shows that members of an audience can be passive or active and explains how the Internet changes the way we think about audience activity. It also examines how the content and operation of media are influenced by audience activity. It argues that shifting audiences plays an important role in understanding online news. The chapter concludes by looking at the online audience in relation to the digital divide and how the audience will affect the news industry more generally.
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