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2019, iss. 164, pp. 260-280
Digital communication and audience: From an observer to a participant
Metropolitan University, Faculty of Management, Belgrade
"Digital Communication and Audience: From an Observer to a Participant? " considers ways in which varied types of cooperation and the active role of an individual in the creation and distribution of content are essential for the field of contemporary XXI century culture. The main focus is on the audience and the changes in the attitude of that audience towards consuming and creating content, primarily the changes influenced by the developments in information and communication technologies. In the introduction, the author offers basic observations regarding meaning of the term "audience", followed by consideration of changes in the needs, daily habits and activities of that audience (or a user) in the context of digital society. Considering traditional understanding and interpretation of the role that an audience plays, which primarily presumes its passive role - the role of a consumer/recipient of the daily creation and distribution of information, this paper attempts to challenge that notion and bring forth a better understanding of more active and creative roles and potentials of the modern audiences.
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article language: Serbian
document type: Original Scientific Paper
DOI: 10.5937/kultura1964260V
published in SCIndeks: 20/12/2019