According to this theory, media audiences were considered some creatures with no will against inject of media’s propagandas, and as if every message was simply being volleyed towards the audiences. īesides believing in “audience”, there was also the theory of “Inject Ional” or “Magical Bullet”. However, 21 years later when Schramm revised his model, left out the term “audience” and used the term “source” for both sides of a communication process. After 4 years, when Wilbur Schramm - a well-known professor in Stanford University and the founder of department of communication studies - designed the second communication model, he used the term of “destination” in his own model instead of the archaic term “audience” or “receiver”. engineers - used the term of “receiver” instead of “audience”. This transformation was simultaneous with being designed the first Communication Process Model by Cload Shanon and Warren Viewer in 1948, a model affected by the specificity of its designers - the American Bell Phone Co. Thus, followed by the first media studies, this claim was brought up that the media is faces by some creatures as some kind of “fragmented” and “passive” ones that are indeed vulnerable against media’s strong stimulations. Unfitted audience is defined as a diverse group of people whose interests are focused on a single subject matter. Later on, in order to make this archaic term adapted with the viewers/listeners of the early media, the adjective of “unfitted” (“heterogeneous”?) was further added to the term “audience”.
#Communication phantasmic tv#
With the development of the early media (e.g., newspapers), the concept of audience was generalized and included, at the first step, the book readers, the radio listeners, and the TV viewers. Some general characteristics and limitations to their gathering can be added. This archaic term originally was referred to some groups of people who (before Media Era) were gathering in some (special) site for listening to a lecture, a discourse, or some discussion. “Audience” is a word remained from ages led to oral communications a word that can be even found in communication literatures from 2300 before Aristotle period. Media, Audience Phantasm, Illusion of Control, Message Consumer, Communicatees, Global Village, Message Bazaar. In particular, “audience phantasm” may cause the local media authorities make no effort to address the real needs of the future selective communicatees, exacerbating people’s tendency to the oversea’s media. At the end, by considering Iran in a case study, we argue that the “audience phantasm” (i.e., illusive imagination of having “audience”, rather than “selective communicatees” by the media authorities), can result in severe damage to the local media industry in some of the developing countries. In other words, the evolution of role phantasm from “audience” to “communicatees” is not completed yet. By further developing this theorem, we argue that since there was a delay for the developing countries to access to the modern media technologies (i.e., delay in entering the Gutenberg and Marconi Galaxies), the current viewpoint of the media authorities in the developing countries on the “people who are exposed to the media” is still “audience”-oriented. In this regard, as the information and communication technologies (ICTs) advance in the upcoming decades, the ability of being selective and the range of choices to be selected by the communicatees, severely extend and indeed turns communicatees to “selective communicatees”. In fact, we believe that the key characteristic of a communicatee is indeed its independence on making decision based on its own needs. We argue that the ongoing developments towards the globalization requires thinking of “people who are exposed to the media” as active beings, rather than passive beings. In this paper, we first overview the evolution of the role phantasm on the so called “people who are exposed to the media”, and discuss the differences among the chronologically developed terms such as “audience”, “receivers”, “users”, and very recently “communicatees”. Imam Sadegh University Faculty of Culture and Communication Tehran, Iran Pathology of"Audience Phantasm"in Media: Globalization and the Era of After Global Village Mehdi Mohsenian-Rad
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