The focus of the course will be on issues related to audiences. What are audiences, why are we usually talking about their heterogeneous character, what forces us to talk about different audiences, about the public, what characterizes them and the role of functional and demographic analysis to penetrate these types of features. What will be emphasized and explained during the course is closely related to technological changes and the emergence of new media, a development that has been followed by a change in the position of the audience; the concepts “user generation content”, “audience segmentation”, “media literacy” and the current situation in Albania.

Knowing and using the media to influence the audience but also the way the media measures their audiences. Students will better understand the role that the media has in their daily lives and how the audience can be "manipulated". But at the same time they will be introduced to new ways of using conventional media channels and new media to give and receive information, entertainment, etc.