Analysizing The Productive Audience On Micro-blog

John Fiske, one of the representative figures of contemporary popular culturestudies, had a great influence on contemporary popular culture studies. He considers thetext to be ambiguous. Audiences can produce variety of meaning during the interpretingprocess. Audiences are active. In the process of dissemination, they can avoidideological control and use resources to produce their own meaning and pleasure. Onone hand, Fisk’s productive audience theory counter the pessimistic view aboutaudiences. On the other hand,he has enriched the theory of mass culture and expandedthe vision of popular culture studies.Micro-biog develops on the base of blog.With four years of development,micro-blog, which is a representative micro-blog site in China, has more than300million registered users. Micro-blog has a great influence on people’s daily life. It hasopen, low-threshold, fragmentation characteristics of spread. It provides audiences moretexts and convenient communication.In the new media environment, productive audiences also have new features. Fisk’sproductive audience theory is for the TV audiences. The productive audiences inmicro-blog environment have different characteristics. They are Interactive convergent.They have a lot of options of texts. This article is intended to analyses three problems:Relationship between transmitters and recipients, fans of micro-blog poof to sum up thenew characteristics of productive audience. On one hand, micro-biog providesaudiences with free space, but there are some problems on micro-blog. There is a lot ofgarbage information, such as rumors, pornographic and violent information. They couldmay block the dissemination of useful information and destroy micro-biog environment.To solve these problems, we should take government, Web site, users as a whole toguide productive audience in healthy direction.