Transcending the Notions of Audience as a Psychological Subject andas a Discursive Entity: The Rise of an Audience Theory Based on aTechnological Perspective(PDF)
《南京师大学报》（社会科学版）[ISSN:1006-6977/CN:61-1281/TN]
- Issue:
- 2018年05期
- Page:
- 115-
- Research Field:
- 新闻传播学研究
- Publishing date:
Info
- Title:
- Transcending the Notions of Audience as a Psychological Subject andas a Discursive Entity: The Rise of an Audience Theory Based on aTechnological Perspective
- Author(s):
- HU Yi-qing
- Keywords:
- audience; entity; discourse; technology; construction
- PACS:
- -
- DOI:
- -
- Abstract:
- Audience research is the core category of communication studies, which have long been dominatedby two completely different audience theories. One views audience as an entity with mental capacity andpsychological activities while the other regards audience as a discursive reality, each with its strengths andweaknesses. However, the two theories both fail to explain the audience practice today on the Internet dueto their fragmented concepts and imaginations on audience. The relationships between audience and thetransmitters are often changed by technological bias, and the ideas and actions of audience are accordinglyaffected. In view of this, it is more scientific to regard media as a space for the aggregation and display ofvarious relationships, and to analyze the mutual construction of technology and audience.
Last Update: 2018-09-25