新媒介環境中閱聽人參與典範的建構：以歐洲閱聽人轉型研究計畫為考察對象

The Construction of an Audience Participation Paradigm in the New Media Environment: Examining of the European Project of ‘Transforming Audiences, Transforming Societies'

閱聽人研究是新媒介環境中傳播研究創新的一個重要領域。本文以 2010-2014 年歐洲科學與技術合作計畫資助的大型研究計畫「轉型中的閱聽人與社會」為考察對象，著眼於知識生產與社會脈絡之間的互動關係，來分析當前歐洲傳播學界在閱聽人研究領域的新思路。該研究計畫包括四個子課題：新媒介環境中的媒介素養；閱聽人的互動及參與；資訊傳播技術的社會影響；閱聽人轉型與社會融合。透過這些議題背後的知識脈絡的分析，本文嘗試提煉出新媒介環境中歐洲閱聽人研究的發展趨勢，即一種新型的「閱聽人參與典範」的建構，並對其理論思維與社會意義進行詮釋。

Audience research is a crucial area of theoretical communication innovation in the new media environment. By examining the academic project of ‘Transforming Audiences, Transforming Societies' funded by the European Cooperation Project in Science and Technology, this article analyzes the innovative ideas of European audience research from the perspective of the interaction between knowledge production and societal contexts. This project includes four mains issues: media literacy in the new media environment; audience interactivity and participation; the role of Information and Communication Technology use when involving social relationships; and audience transformation and social integration. By analyzing the academic vein of these issues, this article determines the theoretical trends and social meanings of European audience research, naming the construction of a new ‘audience participation paradigm' in the new media environment.