Further to the previous post, I think what I’m trying to say is:

“The audience”

how old media projects from old media organisations refer to their most important constituency.

“The audience”

how new media projects from unreconstructed old media organisations refer to their most important constituency.

“Audiences”

how new media projects from old media organisations that ‘get it’ refer to their most important constituency.

“Community”

how new media projects from new media organisations refer to their most important constituency.

“Communities”

how new media projects from new media organisations that are so cutting edge they have no need for this sort of key refer to their most important constituency(/ies).

“Advertisers”

the people who are really the most important constituency for all the above, unless (media organisation) == ‘BBC’.