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Article

Трансформация понятия "аудитория СМК" в отечественных научных публикациях

Медиаальманах. 2018. № 2. С. 18-26.

In the article, for the first time in Russia, the author traces the transformations of the notion of mass communication audience since its emergence in Russian scientific discourse. It is shown that this notion was preceded by the notions of “audience” and “mass audience”. The term “mass communication audience”, which appeared in the Russian language in the late 1950s, was initially associated with the notions of “mass audience” and “population”. In the mid-1970s, the concept of “non-audience” was introduced, which allowed the mass communication audience to be singled out as an independent category. In the 1980s, it was interpreted as a stable integrity formed on the basis of information needs; in the 1990s, it was defined as a “communicative commonality” and as a group of media consumers. In Russian dictionaries and encyclopedias of psychology, the definition of mass communication audience appeared only at the end of the 20th century. Among modern scientific publications in Russia, the author distinguishes at least four different approaches defining the notion of mass communication audience: psychological, sociological, communicative and “industrial” (pragmatic).