From Mass Culture Angle Of View Explanation Productive Audience

Obtaining from the mass culture phenomenon of Super Girl and Blog, this article relates the reason for the mass culture which is in vogue to the promotion of the tradition audience main body status and explores the fountainhead of such phenomenon--the birth of one newly audience communities, namely the productive audience. The author defines the productive audience as those special audience which freely participates in the entire spreading process in specific texts by the disseminated lead status (amateur disseminator) and plays a decisive role in the production of text.This thesis takes productive audience as the object of study. From the mass culture perspective, it explains its characteristics, the function that various essential factors of the mass culture have performed to the birth of the productive audience, and the influence of the productive audience on the mass culture.From the perspective of the mass culture, it is concluded that firstly, there are five characteristics of the productive audience: the potentiality, the productiveness, the joint, the space-and-time and the subjectiveness; Secondly, it is the essential factors of the mass culture that press to the birth of the productive audience, among which the new cultural environment provides the medium parent substance, the new cultural characteristics the life of the productive audience, the new cultural idea the thought foundation and the mass culture esthetics the behaviour foundation; Thirdly, the productive audience has the effect of returned nurturing to the mass culture: it enriches the audience theories of culture research schools in Britain, consummates the public domain space of the mass culture, and strengthens the mass culture status.