Pregledni rad
Active media audiences: development of the concept and contemporary trends of its manifestations
Hajrudin Hromadžić
; Filozofski fakultet Sveučilišta u Zagrebu
Helena Popović
; Fakultet političkih znanosti Sveučilišta u Zagrebu, Odsjek
Sažetak
The article focuses on the development of the concept ‘active media audiences’
and the changes in research and theoretical approaches by which the previous focus
on media and media content was redirected towards the analysis of meaning
and audience reception of media text. From this perspective, media text is viewed
as a complex conjunction of discourse, ideology and meaning, which emerge as a
dynamic interplay between media text and audiences. This approach initiated a
number of critiques which centered on the disparate definitions of the term ‘active
audience’. The main part of the article refers to contemporary manifestations and
tendencies in the understanding of today’s media audiences. In tackling this phenomenon,
three different trends crystallize, within which media audiences are
identified as active: audiences as main protagonists of media content, audiences
that indirectly co-creates media content, and audiences that directly generate media
content.
Ključne riječi
media audience; active media audiences; reception of media text
Hrčak ID:
58485
URI
Datum izdavanja:
25.7.2010.
Posjeta: 7.115 *