On the focus of this course will be issues related to audiences. What’s audience, why is it talked about its heterogeneous character, which forces us to talk about many audiences, abaout many publics, what are they characterized of and role of functional demographic analysis to penetrate these kinds of features. What will be noted and explained during the course is closely linked to technological change and the emergence of new media, a development that is followed by the change of position of the audiences; the concept user generation content and the current situation in Albanian terrain

Recognition and use of media to influence the audience. Also the way the media measure their audience. Students will better understand the role the media has in their daily life and how audiences can be "manipulated". But at the same time they will be introduced to new ways of using conventional media channels and new media to exchange information, entertainment, etc.