论市场经济条件下的受众观念

在市场经济体制这一宏观大背景下对有关受众的观念进行梳理，提出在新的社会环境中，存在着三种有代表性的受众观念，即受众作为媒介的消费者和市场、作为媒介的商品形式或作为传播中的权利主体而存在。可见对市场经济条件下受众特征的分析，提出这一时期受众在传播中的地位、作用具有明显的过渡性特征，还没有形成稳定的状态。

The Concept of Audience in the Market Economy

Under the new background of market economy, there are three kinds of representative concepts of the audience: the audience as the media consumer, the commodity form of media and the subject of right of communication. By analyzing the characteristics of the audience on the condition of market economy, the article poses that the audience has the obvious transition features in the status and function of the communication before the stable position comes.