Publikumsvorstellungen im Rezeptionsprozess

This article addresses the question of how individual media users, who are part of a mass media audience, perceive their co-audience. We approached this question from an empirical social scientific communication research perspective by introducing a theoretical model of (situational) audience conceptions that might arise in the context of an anonymous, imperceptible mass audience. According to the model, both subjective media theories held by people and cues from the media content influence the users’ impression formation about their anonymous co-audience during media consumption. Audience conceptions would include assumptions on size, simultaneity, social structure and the experience of other consumers. We assume that, as soon as conceptions of the co-audience are formulated, they could influence cognitive and affective aspects of a person’s reception experience. The model states that the more the conception of the audience is salient in a viewer’s mind the stronger its influence on subsequent experiences will be. Possible effects on reception phenomena including social comparison processes and feelings of embarrassment are discussed exemplarily to illustrate fields the model could be fruitfully applied to. Finally, the concept of audience conception is illustrated in a model and brought into context with existing research.