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Review article

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

Fulltext: croatian, pdf (202 KB) pages 97-111 downloads: 4.639* cite
APA 6th Edition
Hromadžić, H. & Popović, H. (2010). Aktivne medijske publike: razvoj koncepta i suvremeni trendovi njegovih manifestacija. Medijska istraživanja, 16 (1), 97-111. Retrieved from https://hrcak.srce.hr/58485
MLA 8th Edition
Hromadžić, Hajrudin and Helena Popović. "Aktivne medijske publike: razvoj koncepta i suvremeni trendovi njegovih manifestacija." Medijska istraživanja, vol. 16, no. 1, 2010, pp. 97-111. https://hrcak.srce.hr/58485. Accessed 18 Oct. 2021.
Chicago 17th Edition
Hromadžić, Hajrudin and Helena Popović. "Aktivne medijske publike: razvoj koncepta i suvremeni trendovi njegovih manifestacija." Medijska istraživanja 16, no. 1 (2010): 97-111. https://hrcak.srce.hr/58485
Harvard
Hromadžić, H., and Popović, H. (2010). 'Aktivne medijske publike: razvoj koncepta i suvremeni trendovi njegovih manifestacija', Medijska istraživanja, 16(1), pp. 97-111. Available at: https://hrcak.srce.hr/58485 (Accessed 18 October 2021)
Vancouver
Hromadžić H, Popović H. Aktivne medijske publike: razvoj koncepta i suvremeni trendovi njegovih manifestacija. Medijska istraživanja [Internet]. 2010 [cited 2021 October 18];16(1):97-111. Available from: https://hrcak.srce.hr/58485
IEEE
H. Hromadžić and H. Popović, "Aktivne medijske publike: razvoj koncepta i suvremeni trendovi njegovih manifestacija", Medijska istraživanja, vol.16, no. 1, pp. 97-111, 2010. [Online]. Available: https://hrcak.srce.hr/58485. [Accessed: 18 October 2021]

Abstracts
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.

Keywords
media audience; active media audiences; reception of media text

Hrčak ID: 58485

URI
https://hrcak.srce.hr/58485

[croatian]

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