In this article the author applies Perelman's theory of argumentation to develop an intermediate level of reception between the 'model viewer'? and the 'public'? as a community of use: the 'audience'?, a limited collective constructed by viewers in response to a collective targeted by a particular programme. He starts with attested reactions such as readers' mail and analyses how viewers construct the collective that gives the programme meaning for them, while the relationship with a programme guarantees a relationship with a text. There are thus recurrent forms of audience production that the author calls repertoires.