There is an opportunity for feedback. The process of communication whereby a person can disagree, ask a question, repeat information for understanding, or otherwise talk back in the communication process. Those in control of the flow of information. The gatekeeper can choose to accept or reject a piece of information for public consumption. Newspaper publishers, editors and reporters, television producers, radio station owners and broadcasting executives have all been cited as examples of media gatekeepers.
Audiences are media targets.
Audiences are targeted, sold and delivered to advertisers by media agencies. Groups are targeted on the basis of demographics, media use patterns, zip codes, and polling by those who wish to sell or persuade. Producing and designing media content in order to target a highly specific segment of the audience. Opposite of broadcasting. Producing and designing media content to appeal to a broad audience segment.