新媒体下积极受众论的中国语境反思与展望

Reflections on and Outlook of China's Contexts from the Perspective of Active Audience Theory in New Types of Media

积极受众论的提出和形成使受众本位得到重视,受众成为兼有个体独立性和社会动态性的能动者;新媒体的发展赋予受众更多权利,为积极受众营造"赋权狂欢"。新媒体背景下的积极受众论在中国的实践有着自己的特点,积极受众在参与新媒体产制活动中引发了一定的社会问题。针对这些问题和新的传播环境,提升积极受众的媒介素养成为可行度较高的路径。

The theory and the formation of active audience theory have attached importance to au- dience as a subject, and the audience has become the dynamic of the individual and social dynamics. The development of new media entitles the audience to enjoy more rights, to create ＂empowerment carnival＂ for the active audience. Against the new media background, the active audience theory in China has its own characteristics. The active audience has created certain social problems in the course of participation in the new media production activities. In response to these problems and the new communication environment, the improvement of the media literacy of the active audience has become a comparatively feasible path.