The essay discussed how BBC attempts to construct audience concepts in order to offer media segments that would connect to their preferences in a better way. Media segments are constructed in ways that could cater to a consumer, a citizen and a critic. The consumer is the more passive audience of BBC and yet this is the more mainstream audience. Although the research of BBC shows that they might not play a large role in the creation of the media segments and news, they would still play a significant role because they are the ones adding to the ratings. On the other hand, the critics and the citizen play a more direct role in the creation of content. In the context of science content, the interests of the audience are once again understood by BBC, and in this inferring their interests can create a sphere of discourse.
The other division or construction of concepts of audience is that of the main stream audience and the selective viewers. Here in the case of the mainstream viewer BBC believes that they would be affected by such factors as what they enjoy as a pattern, as in something they have enjoyed over the years such as a show like ‘Come Dine with Me’ or ‘Holby City’ (BBC Trust, 2012). This form of patterns in watching is attributed by BBC to arise out of a tendency to watch more television. So the more the person watches television, then according to BBC the more they might not be selective. However, it is also argued in research that this could not be taken to mean that they do not have sophisticated tastes. On the other hand, the selective viewers are much smaller in numbers. These selective viewers would also overlap hence with the critic mode. The critic mode as established earlier is that mode which has preferences and would like to see these preferences satisfied by BBC. BBC research argues that the critic mode might not exactly be sophisticated in their tastes and might at times be alright with just being entertained. However, they have a much clearer view on what they could expect from BBC. BBC believes that it hence a mix of ground breaking genres and that in providing a mix of elements it is able to foster culture and science in the nation.