Özet:

The concept of the audience, which is integrated with the broadcasting phenomenon, has included many different definitions beyond the quality of watching-listening over time, and has become a concept that is given importance in communication studies. As a result of the intensification of methodological studies, the analysis of the audience, which are the receivers of media messages, was carried out within the scope of audience research, new expansions on this concept were supported by quantitative, qualitative and mixed research methods, and each communication research tradition made audience inferences from its own perspective. The meanings added to the concept of audience as a result of the media sector, technological innovations and socio-cultural factors are the main problem of this study. The tendencies of the paradigm change towards the audience have been examined on the theoretical basis through the literature review. The position of the audience in front of the media messages, the media usage patterns and the characteristics of the media tools are an important factor in their definition, and in the ongoing debate, their passivity-activity in front of the media messages is transformed, and they have more content diversity within the participatory structure of the new media ecosystem that prioritizes the user and In line with their specific interests, they continue to exist as an important component of digital platforms, both as consumers and producers.

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