传媒受众:从受教育者到产消者

The Media Audience: From Educator to Prosumer

文章聚焦1949年以来中国传媒受众地位的变化,分析了传媒受众先后呈现出受教育者、阅听人、消费者、用户、产消者等不同面相,从传媒内在演进逻辑、社会的政治环境运行逻辑、经济环境演进逻辑、传媒技术环境演进逻辑及受众生活方式演进逻辑等几个方面,探究了导致传媒受众不同面相的主要影响因素。进而基于智能媒体的发展,揭示了传媒受众目前的产消者面相及其进化趋势。

This article focuses on the changes of the status of Chinese media audiences since 1949, and analyzes the different groups of media audiences, such as those being educated, audiences, consumers, users and prosumers. This article explores the main factors that lead to the different dimensions of Chinese media audience by analyzing five different aspects: the internal evolutionary logic of media, the operational logic of social political environment, the evolutionary logic of economic environment, the evolutionary logic of media technological environment and the evolutionary logic of audience's life style. Then, based on the development of intelligent media, it reveals the current face and evolutionary trend of prosumer.