11. Finding an Audience

  1. Jane L. Chapman and
  2. Nick Nuttall

Published Online: 15 APR 2011

DOI: 10.1002/9781444395372.ch11

Journalism Today: A Themed History

Journalism Today: A Themed History

How to Cite

Chapman, J. L. and Nuttall, N. (2011) Finding an Audience, in Journalism Today: A Themed History, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444395372.ch11

Publication History

  1. Published Online: 15 APR 2011
  2. Published Print: 5 APR 2011

ISBN Information

Print ISBN: 9781405179539

Online ISBN: 9781444395372



  • audience, citizen consumer or consumer citizen - finding an audience;
  • Nelson Mandela, a famous political prisoner, walking free from Victor Verster Prison in Paarl, South Africa;
  • concept of “audience,” readers, listeners or viewers - changing dramatically, since the first readers of “corantos”;
  • locating an audience, attempts - to “locate” an audience, giving it some sort of shape or size;
  • FactFile - News Values, first codified in work of two Norwegian sociologists, Johan Galtung and Mari Ruge;
  • tensions implicit in serving an audience - audiences interacting with news output, much theorizing;
  • serious limitations in uses and gratifications approaches - “encoding/decoding” model;
  • “Connected Up” Audience - journalists, responding to their audience by professing that their first allegiance is always to the citizen;
  • underrepresented or unrepresented groups in society - reacting to a sense of exclusion, by establishing their own newspapers or other publications;
  • spheres of consensus, legitimate controversy and deviance - area that most journalists inhabit on a day-to-day basis


This chapter contains sections titled:

  • FactFile: News Values

  • FactFile: Joe and Jolene Sixpack

  • Résumé: George Newnes

  • Résumé: C. P. Scott and the Manchester Guardian