Show simple item record

dc.creatorRadojković, Miroljub
dc.creatorMilojević, Ana
dc.date.accessioned2021-04-02T11:57:00Z
dc.date.available2021-04-02T11:57:00Z
dc.date.issued2011
dc.identifier.issn1452-7405
dc.identifier.urihttp://rfpn.fpn.bg.ac.rs/handle/123456789/284
dc.description.abstractThis article discusses how the concept of audience theory has been developed within two basic intellectual traditions, resulting in two basic prototypes. On one side, there is the trajectory of the 'mass audience' that was created and developed parallel with the emergence of the media of mass communication. The mass audience is regarded as a multilayer collectivity, residing at the end of a successive linear communication process - sender, channel, message, receiver and effects. In this one-way communication model, the audience is primarily the receiving structure, with little or no opportunity for feedback and participation in the communication process. The other prototype is linked to the development of new digital media and the internet; here the public is theoretically considered as 'cross media' and active. The audience of new media is seen as a heterogeneous and structural collective in the communication model that characterizes the flow of information 'many to many'. This prototype attributes to the new, active audiences or users unlimited power to participate and shape the communication processes. We discuss features of the two prototypes, including media usage, media access, information resources, time engagement and functions derived from media use. The most important feature we take up, however, is participation. We point out the problems and limitations of both prototypes in this regard. On the one hand the study of audiences has long been rooted in the concept of mass audience and limited with its primal orientation towards the effects of mass communication, while on the other hand, the emerging prototype 2 is all too easily granted participatory capacities, especially concerning the public sphere. Therefore, the theorists of new and old media must step outside the prevailing postulates and consider the audience beyond the two prevailing prototypes in order to further deepen our knowledge and understanding of contemporary audiences and their participation.en
dc.publisherInstitut za usmeravanje komunikacija, Novi Sad i Univerzitet u Beogradu - Fakultet političkih nauka, Beograd
dc.relationinfo:eu-repo/grantAgreement/MESTD/Basic Research (BR or ON)/179076/RS//
dc.rightsopenAccess
dc.sourceCM - časopis za upravljanje komuniciranjem
dc.subjectmass audienceen
dc.subjectactive audienceen
dc.subjectparticipationen
dc.subjectmedia convergenceen
dc.subjectnew mediaen
dc.subjectvirtual communicationen
dc.titleA critical analysis of two audience prototypes and their participatory dimensionsen
dc.typearticle
dc.rights.licenseARR
dc.citation.epage201
dc.citation.issue21
dc.citation.other6(21): 181-201
dc.citation.spage181
dc.citation.volume6
dc.identifier.fulltexthttp://rfpn.fpn.bg.ac.rs/bitstream/id/148/281.pdf
dc.identifier.rcubconv_847
dc.type.versionpublishedVersion


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record