مقاربة مفاهيمية لجمهور وسائل الإعلام : باتجاه الرؤى الحديثة و عودة لمفهوم الجمهور الجماهيري ؟

الملخص EN

Despite the early research contributions in the field of audience research, audience evolution is still rising considering number of views and producing several new approaches.

This article tends to expose the shift in audience research from traditional conceptualizations to the news forms of personal use that most qualifies the new media environment.

The purpose of this paper is to expose and compare the main views on audiences in media studies, and then takes a look at the contemporary tendencies in traditional and new media that seem to lead into a reconsideration of mass audience concept.