MedieKultur: Journal of media and communication research

Academic knowledge built over the last five decades on media audiences may be called into question by algorithmic recommendations, machine learning, platform design and new metrics that describe, anticipate and shape the audience’s every move. While we hold that audiences are selective in their choice of content (Katz et al., 1974), form communities of interpretation (Fish, 1980) and are freely giving their attention to public issues (Warner, 2002), it would appear that they are now increasingly being selected, calculated, interpreted and anticipated by media on the basis of a wide range of data provided more or less willingly and consciously. This datafication of media (and) audiences – i.e. the quantification of audience mediated experiences – is not to be understood simply as a new form of knowledge, but also as a new era in the commodification of audiences, challenging our understanding of audiences as an agentic and autonomous subjects.