英国学者 Blumler 于 1979 年更提出所谓「主动阅听人（Active Audience ）的概念，其所谓「主动可以涵盖以下四个面向：1.功利性、2.
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在《电视文化》的第四、第五章，菲斯克着重论述了观众的主体性(subjectivity)和主动的观众(active audience)。他把观众的社会性主体和文本性主体区别开来。
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BBC总监马克·汤姆森把新型的受众叫做“积极的受众”(active audience)，意指他们不会呆呆地坐在那儿，而是会参与、 讨论、创造、传播、分享。
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The Active Audience 积极主动的受众 ; 主动阅听人
The program not only garnered an active audience of 11 million, but retained that audience's attention for more than 15 minutes on average--that's eons in Internet time.
FORBES: Magazine Article
The conversation, thanks in part to an active and engaged audience, and wonderfully diverse questions, was invigorating, informative and challenging.
FORBES: Best Buy Makes an Effort at CSR Transparency
Interest in the event was high, as shown by a full conference room and active discussion with the audience.
UNESCO: Indigenous Peoples
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