Mahdi Mohsenian Rad; Amir Abdolreza Sepanji
Abstract
The present article is to study the characteristics and general nature of audience and is described it as \"Audience phantasm\" in developing countries. It firstly notes that there will be consequences such as audience distancing themselves from local and official media if policy makers and media officials\' ...
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The present article is to study the characteristics and general nature of audience and is described it as \"Audience phantasm\" in developing countries. It firstly notes that there will be consequences such as audience distancing themselves from local and official media if policy makers and media officials\' imaginations of audiences become far from related bare facts have happened in the era of global media and the nature of audiences. Knowing and analyzing the image of audiences presented in new communication theories. Accordingly, as the abovementioned authorities’ viewpoint of audiences exposed to media messages keeps distance from the true nature of media activities, media‐message receivers and their current position in the booming market of media, as termed by Mohsenyan Rad as “Message Bazaar”, there will possibly be disastrous social, cultural, political, and even economic consequences with regard to media uses.Then the history and definitions of “audience”, \"uses & gratifications theory\" and the concept of \"Audience Phantasm\" is described. After that, based on those and the increased options as well as the right of selecting of today-audience in the situation of message bazaar, as a result the characteristics of them are explained.
Mahdi Mohsenianrad
Abstract
This article studies the evolution of role phantasm of “men in front of media”. They have been called in a historical order as audience, receiver, user and recently communicatee. The author argues that the changing perception of “man in front of media” from a passive Being to ...
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This article studies the evolution of role phantasm of “men in front of media”. They have been called in a historical order as audience, receiver, user and recently communicatee. The author argues that the changing perception of “man in front of media” from a passive Being to an active being is the result of some developments the most important of which is globalization. The most prominent characteristics of communitee is its independence in “selection based on communicative needs”. Along with the developments in the future decades in the field of ICT, the ability of communicatee for selection will be reinforced and it will become a selector communicatee. This article argues that because of the delay in developing countries in entering the age of Gutenberg galaxy and Marconi galaxy, message senders in these countries have an audience –oriented view. As a result, they have not yet become communicatee. This article concludes that audience phantasm in some developing countries may be harmful for meeting the need of communicatees by local media and make the productions of foreign media more attractive for local communicatees leading to undesirable change in their cultural traits.
