"Audience" is not a scientific concept

The “objects of communication” are called “audiences.” This is true of almost all textbooks, magazines, newspapers, dictionaries, and so on. In people's view, the "audience" is the target of communication, and the target of communication is the "audience." This seems to be natural and unquestionable. However, calmly scrutinized it, but found that it was not originally a scientific concept.

The concept of “audience” is actually a mistaken creation in the translation process. It was translated by American journalism scholars from American communication studies in the 1980s. The translated English word is Audience. There are three explanations when checking the Oxford Advanced English-Chinese Dictionary:

1. (Assembled) listeners and spectators;
2. People who are within the audible range (whether they are grouped together) or not;
3. The reader.

The interpretation of "Longman English-Chinese Dictionary" is its audience or audience.

By synthesizing the definitions of the two authoritative dictionaries above, we can interpret the Audience translation as: (whether assembled together or dispersed everywhere) readers, listeners, and spectators. The term "audience" refers to the interpretation of the "Journalism Dictionary", which refers to the recipient of information in the dissemination process and is the collective name of readers, listeners, and audiences.

Obviously, the meaning of the word “audience” here does not coincide with the meaning of Audience. The term Audience does not necessarily include the connotation of "acceptance". In fact, Audience may accept it, and it may reject it and oppose it. Reading, watching, and listening to it means "accepting". This is obviously a misunderstanding and an illusion. In layman's terms, "acceptance" does not mean "acceptance." If "readers, listeners, and audiences" are "collectively", then "audiences" only belong to a part under this "collective name" - the part of Audience that accepts information. Translating Audience into “audiences” actually made a logical error that partially replaced the whole.

The appearance of the term "audience" does have some negative effects in reality. The first is the unscientific nature of China's communication studies. Scientific research must be based on scientific concepts rather than on the basis of prejudice. The audience as a strong concept of era-rich color, made a deformation of the object of transmission reflects, based on the concept of the concept of the system will inevitably produce some distortion. The second is the spread of the kind of rumor, to pass on the rumor.

The concept of "audience" is not only spread in the press, but it has now spread to the community, which is not conducive to the dissemination of correct news concepts.

In general, it has a bad influence on academics and society. Based on this, this brings us an enlightenment for our communication studies. In order to eliminate the chaotic situation of the conception system of domestic communication, first of all, should we understand the "original intention" of foreign countries, especially American communication science, and then give information based on the actual conditions of China's communication practice? With "localization" interpretation? The author believes that if translated "Audience" or "viewer" is not only in line with the spirit of Western culture, but also does not go against the Chinese cultural traditions, to achieve the two sides to take care of each other, two-way communication. The West emphasizes Audience's right to know and enjoy the initiative of media services. In order to fully reflect these characteristics, it is necessary to grasp the essence of “diversification” and translate it into “reading people” or “visual people” to fully reflect this.