On Perspectives of Audience Studies

Xuan Zhang


Technology, as a base, drives the expansion of communication in time and space, forming a new media environment, in which the environment-dominant changes happen to the audience. The study perspective is converted from powerful media to people, enlarging communication to a bilateral initiative studies. Under the impacts of media convergence, the audience is inclined to an initiative communication. Centering on individuals, it expands individual communications in the network environment.

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DOI: https://doi.org/10.5539/ass.v4n12p38

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