Analysizing The Productive Audience On The Interenet

Professor Feisike ,who is teaching in Wisconsin university in USA,has once proposed a new idea about audience–the productive audience.He thought the receiver of mass communication can take partisan tactics,thus getting their own understanding of media information,creating their own culture and avoiding becoming ideological captive.Although this new idea has been questioned by many other scholars,today communication practices has proved its rationality.The Interent activities can be used as an typical example to verity its rationality.The Interenet is a good medium for the productive audience,because of its characteristics such as interactive nature,pasticipation,discentralization etc. On the Interent,the boundary between the disseminator and the receiver is broken,and more important is that the audience'productivity and creativity go for beyond their subjectivity.The audience on the Interenet can make all kinds of produces.That is to say,their creativity has been presented very well on the Interenet which is also the charming of the Interent. So by studying about the audiencelike their producing activities,their various products on the Interent ,we can know more about them,thus directing their unhealthy and abnormal behavior on the Interent and building up a healthy and harmonious Interent enviroment.There are four parts in this article.PartI mainly gives a brief introduction to the productive audience and its appearing reason,then anlyses the connotation of the productive audience from six aspects respectively that is the disseminator,the productive text,the formation of audience,the nomadic subjectivitives of receivers,the creativity of audience,the pleasure sensation of audience. PartII discusses the charactericstics of the Interent and the productive audience,thinking that the Interent prodivided its audience with big covennience,then pointing the difference between the productive audience of TV and the productive audience of Interent. PartIII analyses the typical representatives of the productuve audience on the Interent ,such as the audience of BBS,Blog and Kuso,who are the important member of the productive audience on the Interent.The development of BBS,Blog and Kuso promoted the appearance of productive audience on the Interent. PartIV is about how to guid the behavior of these people on the Interent,including their active and inactive effect of the productive audience,suggesting some pieces of advice to direct their behavior.