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Abstract

The productive audience proposed in the 1960s—1980s by Professor Feisike, one which could be a new idea. He thought the productive audience were a group of audience who can actively employ partisan tactics , gain their own understanding of mass communication and create their own culture, avoiding becoming ideological captive. This new audience not only raises the corpus position of the audience, but also gives the enormous subjectivity and creativity.It is not necessary to consider whether the productive audience has problems. Because more and more fast developing media technique has already prove the common existence of the productive audience. Especially the time of "the second media" represented by computers has come. Those media which has the highlights such openness, interactivity, Facing the 4.2 billion netizens and the number of them has been increasing, which causes the net is a virtual sea mingled with the good and evil, we can’t avoid bad things happening. It should have been a good thing that the subjectivity of audience has been raised, but with the net providing more and more free rights to audience , it gives us lots of negative effects , which forces us to consider the construction of net ethics.

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

Abstract

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