The Position of Audience in Journalism and Communication Research

The audience is the fundamental part of the communication cycle. The audience cannot be ruled out in the scope of study in any research whether it is the research into sender, message, method, or effectiveness of communication. However, there has not been adequate attention to the role of the audience in communication research. This article analyzes the position of the audience in research with the view to enhance the theoretical foundation for research into the audience of journalism and mass communication.