マス・コミュニケーション研究
Online ISSN : 2432-0838
Print ISSN : 1341-1306
ISSN-L : 1341-1306
■論文
オーディエンス研究におけるアクティブ-パッシブ論争を越えて : 二項対立の限界
高橋 利枝
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ジャーナル フリー

1998 年 53 巻 p. 137-152,212

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Since the beginning of the twentieth century, it has been discussed over and over again whether the media audience is active or passive. However, because of this dichotomy, the audience is sometimes described in extreme active or extreme passive terms. First, this study examines the diversity and dynamism of the active audience within the normative framework. Second, the diversity and dyna mism of the concept of audience activity is also examined from the results of both quantitative and qualitative research. I conclude that in order to overcome the limits of dichotomy, it is necessary to understand the multi-dimensional structure of audience activity.

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© 1998 日本マス・コミュニケーション学会
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