「利用と満足」研究における受け手の能動性(視聴覚教育)

概要

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Research on the "Active Audience" -how the audience is more active than passive- is gaining attention due to the new media environment and Internet. Focus on the "active audience" in the fields of media communication or education has inspired this study, which attempts to define the future direction of this concept in the field of media communication through cross-examination with uses and gratifications approach. For further examination of the active audience, this study reviewed descriptive and empirical study results. However, discrepancies in definition and research perspectives have lead to a lack of consistency in findings, leading to more confusion when examined with "uses and gratifications" approach. This paper initiates a perspective to elaborate on the type of active audience, through reorganizing the concept with previously examined variables such as selectivity, involvement, and utility. For future research, other perspectives-such as those prevalent in field of media literacy and education-should be included in the investigation of this concept of an active audience.