Elektronik media ortamında aktif / pasif izleyici sorunu: Toplumsal sistem - toplumsal eylem ikilemi

Abstract

în this essay, the relationship between the tension of objec tivism-subjectivism and active/passive audience constructs o-f the communication theory is tried to be demonstrated. It has been claimed that the active and passive hemispheres of communication theory and research cannot be examined properly unless one ex plores the epistemological distinction o-f object and subject. While doing this, it has also been claimed that communication as a discipline is not -Free o-f the ground assumptions o-f social theory which sire shaped by the epistemological preferences of social sci entists engaged with it. Under these circumstances, the major problematic can be for mulated as -fol lows s To what extent the object (message content) is influential on the subject (audience). In order to answer this question, one should first demystify the possibility of known- object to appear, being totally externa) to the knowing subject. This means that, it is necessary to search for a legitimate ground for the discussion of object and subject separately. It is claimed that there is no such a ground of 1 eğitimi sat i on. Rather, the view that the object is constructed by the very subjective acts of the actors who are, in turn, determined by that object is held» This comes to say that the critical concept for the reciprocal con- struction of the object and subject is 'interaction'. Interactivity takes place not in the abstract notions i i ke structure or institutional order, but in the real life situations determined by the dynamics of social group which must be defined in a radically different way 'in the content of 'new' electronic media than that which ;' mi cro-sociology* does. The reason behind such a/necessity is the fact that computers and computer supported systems of communication are interactive media.