Analysizing The Productive Audience On The Micro-blog

John·Fisike, an American scholar in communication, is one of the reprehensive inschool of Contemporary culture studies. He proposed a new idea of audience based onaudience initiative, he thought the audience should have strong creativity, they were notonly the receiver of messages, but also the coder in communication. The receiver of masscommunication can take partisan tactics, so they could get understanding of mediainformation, create culture by themselves and avoid becoming ideological captive.Proceeding from the position of principal productive audience concept, it has newmeaning in the new media environment: BBS provides a free market for all views; blogmade the audience possible to self-present; and social network is extended to the newcommunity relations. In the micro-blog environment, they could generate diversifiedcontent, interpretive more personalized and their production became more dynamic, withthe birth of the Internet, productive audiences own more autonomy, so as to show morecreativity.Although Fisike’s theory was sharply questioned by many scholars, today Internetenvironment have proved it’s rational. Internet itself has interactive anonymous andparticipation features provide a perfect environment for content produced, and as Internetincreasingly mature, media products effects have also gradually enhanced: Forumprovides a free places for all people, and blog’s born indicates mature ofcommunication，social network provides by a well relationship between members, andmicro-blog’s born present a true free and communicate platform. The progressivedevelopment of the Internet finally create a healthy and harmonious atmosphere, theaudience’s productive also reached the highest level.There are four parts in the article: first part explained the background anddevelopment of theory of productive audience and point out the critical of the productiveaudience theory; second department pays attention to the concept of productive audience,including the subject of communication, productive text, the formation the audience, andproductive capacity and pleasure; third part reorganize the development of productiveaudience theory composed by traditional medium time and new medium time represented by radiated television and micro-blog respectively; IV part discussion under the Chinesespecial environment, productive by all faced legal regulation and constraints, andproposed the specific method, guarantee the authenticity and effectiveness of the theory.