摘要：The article focuses on the development of the concept ‘active media audiences’ and the changes in research and theoretical approaches by which the previous focus on media and media content was redirected towards the analysis of meaning and audience reception of media text. From this perspective, media text is viewed as a complex conjunction of discourse, ideology and meaning, which emerge as a dynamic interplay between media text and audiences. This approach initiated a number of critiques which centered on the disparate definitions of the term ‘active audience’. The main part of the article refers to contemporary manifestations and tendencies in the understanding of today’s media audiences. In tackling this phenomenon, three different trends crystallize, within which media audiences are identified as active: audiences as main protagonists of media content, audiences that indirectly co-creates media content, and audiences that directly generate media content.
关键词：media audience; active media audiences; reception of media text
