Audience theories have been of crucial importance for the way mediated communication has been understood since the first modern communication theories were formulated almost a century ago. They have followed the changing scientific climates and successive intellectual fashions in the social sciences and humanities, affecting both the different ways in which communication processes have been conceptualized and the ways in which succeeding scholarly traditions have researched them. In recent years, the concept of audience has been put into question as the emerging digital, interactive media appear to be blurring the deeprooted distinction between media production and media consumption that has characterized the era of mass media.
The main theoretical difficulty with the concept of audience is that it is a single term applied to an increasingly diverse and complex reality. The term has thus come to comprise many shades of meaning gathered around a common core. This core denotes a group of people being addressed by and paying attention to a communication message that someone is producing and intending for them to perceive, experience, and respond to in one way or another.
Littlejohn, Stephen W and Karen A.Floss. (2009). Encyclopedia of Communication Theory.USA:SAGE.
Penanggungjawab naskah :
Edwina Ayu Kustiawan
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