The meanings of "audiences" vary across the current paradigms of audience research, which tend to espouse different ontology and methodology. This paper begins with a review of the behavioral paradigm and the reception study paradigm and then proceeds to examine the subjectivity as defined by different paradigms. Based on my four years working as an ethnographer in an online fan community, the article suggests that audience research take into consideration the diversified, fluid, and hybird identities of the audience.
|Translated title of the contribution
|Exploring the Concept of Audience: The Case of the Internet
|Number of pages
|中華傳播學刊Chinese Journal of Communication Research
|Published - Jun 2004
- reception analysis
- audience research