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Networked Society

Understanding Online Audiences

Manuel José Damásio & Carlos Poupa Communication and Media Studies Department Universidade Lusófona de Humanidades e Tecnologias, Lisboa, Portugal ABSTRACT: Audiences research today face a large number of challenges, technological change and, probably the most important, social consequences. The contemporary audience that connects to the world and others via the web is difficult to understand using traditional approaches. The status of the World Wide Web today, forces us to think both the user and the medium. User’s activities are a fertile ground to build a more comprehensive account of audiences by focusing on what the “audience does.” Using Multidimensional scaling ...

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