Audience As Spirit Entity

Study of audience in mass communication research is an important part of new media, along with the development and the spread of participation consciousness enhancement, the audience is completely different from passive receivers of information, but is actively involved in the dissemination process of the participants, their influence throughout the communication behavior has, therefore, we need the audience digestion entity classification, audience will be regarded as spiritual entity, from more macroscopical spirit pursuit of finding the communicator and the audience spiritual commonality, with the two common pursuit and yearning for the culture of audience for propagation of internal control force.This paper is divided into four chapters to discuss writing culture under the control of the audience’s theory, the first chapter discusses the path and the evolution of audience research. According to the British media scientist Mcguire research way, the audience study divided into structural, behavioral and social culture of three categories, and enumerate three kinds of research methods:advantages and defects.The second chapter discusses the writing culture research of the cultural connotation and essence. The cultural theory of writing culture research is survival concern and temporal spirit, the pursuit of subject and object in writing the dialogue between subject and object, study how the two sides in the era of social culture, put forward a higher level of spiritual yearning, and this spirit pursuit in order to guide the act of writing process. The third chapter discusses the writing culture under the control of the audience theory. Writing culture connotation function in communication research on audience, audience digestion as the dissemination of object" exists, put forward the audience as" spiritual entity" existence, audience in the spatial mood and value orientation with respect to the main body of communication exchanges and fusion, which reflect the spirit of the times of the communication demand issue, and transformation for the propagation of internal control force.The fourth chapter mainly discusses as spiritual entity audience study of the spread of influence and media significance.This paper will use the cultural theory of writing, communication, writing in journalism combines specific research methods, the communication of audience research from subject-object dichotomy in two out of the cultural theory of writing, using the theory of social culture study of audience, audience digestion as object exists, from macroscopical angle abstract the audience behind implicit synchronic culture connotation, and proves this kind of cultural spirit, space-time emotion on propagation behavior of integrated control and influence, guiding the propagation behavior to realize the optimization of communication effect.