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1、Activeaudiences1.IntroductionInthemediaage,audienceswereoncepreviouslyconsideredtobeinactive,i.e.,theaudiencecan'tfeedbackortoparticipateinsocialeventsofthereportsandnarrative,orevenculturalproduction.Afterthetwo-stepflowofcommunicationmodelhypothesizesintroducedbysociologistPaulLazarsfe
2、ldandElihuKatzin1955(Lazarsfeld&Katz,1955),HallandMorleydevelopedtheactiveaudiencetheoryintothecontextofcontemporaryculturalstudies.Nowwearelivinginthenewmediaera,thedigitaleraofmasscommunication.Audiencesarenotonlyrecipientsofinformation,butactive.Theyhavetheirownmindandusespecificmedia
3、contentandinformationtogetgratifications.Anactiveaudiencecanmeanthatpeopledonotsimplyacceptandbelieveeverythingtheyreceivefromthemedia.Itisundoubtedlythatdifferentaudiencesmayhavedifferentideasandattitudestowardamediamessagewiththeirownmindsandcanhavedifferentresponsestoit.Theseresponses
4、arenotchaotic,butareassociatedwiththeaudience'sage,educationlevel,commoncommunicationchannelsandotherpersonalcharacteristics.(Miller&Philo,2001).Astimewentby,theresearchesfocustostudytheactiveoftheaudience,ratherthanapassiveaudience.Differentexpertsputforwardadifferentpointofviewtosuppor
5、ttheideathataudiencesareactive.Withtheadventofnetworkconvergencetechnology，ithasbecomeacommonphenomenonthataudiencesuseblog,mobile13phones,Facebook,twitterandotherformsofcommunicationtoparticipateinculturalproductionactively.Theincreaseofthemassmediaalsomakestheattitudesoftheaudiencesund
6、ergoneamajorchange.1.EarlydevelopmentinaudiencetheoryAnaudienceisagroupofpeoplewhoparticipateinashoworencounteraworkofart,literature,theatre,music,videogame,oracademicsinanymedium.Audiencetheoryisanelementofthinkingthatdevelopedwithinacademicliterarytheoryandculturalstudies.2.1Thehypoder
7、micneedlemodelThehypodermicneedlemodelthatdevelopedinthe1920sisthefirsttheorytoexplainhowmassaudiencesmightreacttomassmedia.Thismodelcanbeseenassomekindofforceinjectedtherepressiveideologydirectlyintothepublicconsciousnessandthought.Inthistheory,itisconsideredtohaveaneffe
