Disperse audience
The term disperse audience goes back to Gerhard Maletzke . This means that the recipients of mass media (e.g. newspapers, radio, television) are usually spatially (often spatially and temporally) separated from one another. Thus, there are no direct interpersonal relationships between them. Although the recipients are anonymous to each other, they know that besides them, numerous other people turn to the same statements in the mass media. Further characteristics are the inhomogeneity and unstructuredness of the dispersed audience: A dispersed audience "has no role specializations and has no customs and traditions, no rules of conduct and rites and no institutions". The dispersed audience is a crucial characteristic of mass communication .
literature
- Burkart, Roland : Communication Science , 4th revised and updated edition . Cologne 2002.
- Maletzke, Gerhard : Psychology of mass communication . Hamburg 1963.