Discuss the term "Audience"? Explain the changing role of media audiences due to technological innovations in communication.

The term "audience" refers to the recipients or consumers of a message or content, whether in the form of a live performance, broadcast media, print, or digital communication. In media studies, the audience is a central concept that encompasses individuals, groups, or communities who engage with various forms of media, including television, radio, newspapers, magazines, films, and increasingly, digital platforms like social media, websites, and streaming services.

Traditionally, audiences were viewed as passive receivers of media content, with communication flowing in a linear, one-way process from the sender (media organization) to the receiver (audience). This model, often referred to as the "hypodermic needle" or "magic bullet" theory, assumed that media messages had a direct, uniform impact on all audience members. However, as media research evolved, scholars began to recognize the active role of audiences in interpreting, negotiating, and even resisting media messages.

Stuart Hall's encoding/decoding model, for instance, posits that audiences do not simply accept the intended meaning of ___ ________ _________ ___ ____.
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