Study On User-generated Content Of Audience Role

The evolution of the concept of audience is so intertwined with the change of media environment development. In the process of mass communication research, About the traditional audience research, various theories appear constantly. From audience type categories, there is "audience members of a social group","as the main body of the right audience","as a" market "audience" and so on several kinds of representative views. From the perspective of communication effect, has experienced a "bullet theory","limited effect theory","persuasive communication effect" after these succession and development of the theory, theoretical system of audience research had been perfect and mature. At present, with the development and the rise of user-generated content form, all kinds of UGC mode of media to converge has stimulated the desire of audiences active intervention about content production, multiple transmission way to ignite the audience’s passion to spread the information to show themselves, audience’s autonomy must be on an unprecedented scale. Media environment is changing, audience’s role also has got the corresponding extension, presents a distinct characteristics.Before the comprehensive elaboration about the type of primary audience role in UGC era, analysis the definition of user-generated content first, emphasis on the audience behavior creativity. Then, analysis audience’s role between traditional media age and UGC era, In detail discussed the influence factors of differences of character formation. Finally, analysis emphatically the main audience’s role in UGC era, they create content and communicate content independently, also product consumption, they are the strongest "scream" and "producers" in UGC era.They not only produce content, also real identity and status labels in the virtual space to overlooking the traditional authority by self-deprecating way,or playful, or gag. they are "the revelers" full of the spirit of resistance. They are "political participants" in a position to advance the process of a democratic society. These roles are not single, but a cross form. Of course, their role is not confined to the simple definition of a macro level.The position of audience has been given unprecedented respect, but It doesn’t mean the traditional role of the audience type will collapse and die. Although the audience boundaries are no longer obvious, but the audience will still exist. Some of the new medias bring a new type of audience, the new phenomenon of audience roles. What We need to do is to analysis the role of audience, manner to understand the audience role change in timely, in order to achieve better communication effect.