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The Extension of Audience’s Role in Media Convergence Age

Author: KongXiangZi
Tutor: TianQiuSheng
School: Guangzhou University
Course: Journalism
Keywords: Media Convergence Audience Role Expand
CLC: G206
Type: Master's thesis
Year: 2011
Downloads: 114
Quote: 0
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Abstract


Human civilization has gone through speaking, writing, printing , and electronic communication era . Audience media use and the development of the times and are closely related. The concept of audience in Communication Studies also experiencing the \Now the world is entering a new era of media convergence , the route of transmission of multi-channel , multimedia information content as well as the integration of various media functions so that the audience role expansion . In this paper, a Guangzhou white-collar audience survey interviews , issues a detailed analysis to expand the audience role . On the one hand , traditional information users and information feedback role has expanded the information to use to break through the restrictions of time and space , people anytime, anywhere access to information services ; feedback more convenient way , the audience feedback efficiency is higher than ever before . On the other hand , the new mode of transmission has spawned a whole new audience role . Ordinary people can be released through the blog , microblogging since media self-expression , as producers and disseminators of information ; audience also plays the role of information exchange virtual community , they participate in topics , contact the relatives and friends , and build an unprecedented communication mode . The Audience Role expand does not mean the demise of the traditional audience or decomposition of the audience , but we need to re- locate the audience role . Today , the boundaries of communicators and audiences are no longer black and white. The audience can play a variety of roles at the same time . At the same time , the audience still exists , and the audience can not completely replace the status of communicators . For the media , it should be timely adjust its communication strategy to increase the individual functions of the media , to strengthen the target audience and reduce information redundancy .

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory
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