Abstract-The advent and growth of the new media has brought great changes to the role of the audience, the way the audience utilizes the media , and the reaction the audience make to the new media. This paper adopt the theory of development, the theory of use and gratification and the theory of encoding and decoding to analyze the importance of audience research.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.