مخاطبان منفعل يا افراد گزينشگر آن سوي رسانه ها؟ كنكاشي تطبيقي در متون و نظريه هاي ارتباطي

Passive Audience or Who Select Beyond Media? A Comparative Study in Communication Texts & Theories

T he present article is to study the characteristics and general nature of audience and is described it as "Audience phantasm" in developing countries. It firstly notes that there will be consequences such as audience distancing themselves from local and official media if policy makers and media officialsʹ imaginations of audiences become far from related bare facts have happened in the era of global media and the nature of audiences. Knowing and analyzing the image of audiences presented in new communication theories. Accordingly, as the abovementioned authoritiesʹ viewpoint of audiences exposed to media messages keeps distance from the true nature of media activities, media-message receivers and their current position in the booming market of media, as termed by Mohsenyan Rad as "Message Bazaar", there will possibly be disastrous social, cultural, political, and even economic consequences with regard to media uses.Then the history and definitions of "audience", "uses & gratifications theory" and the concept of "Audience Phantasm" is described. After that, based on those and the increased options as well as the right of selecting of today-audience in the situation of message bazaar, as a result the characteristics of them are explained.