摘要：在传播研究中，人们的受众观念经历了多种视野的变迁，受众曾先后被视作靶子、社会类别、消费者、商品及解码者等等。从总体倾向来说，这些视野变迁体现了从强调受众的被动性到强调受众的主动性、从关注受众的社会因素到关注受众的文化因素的特征。关键词：受众；视野；消费者；解码；商品Abstract:Thehistoryofcommunicationtheoryandresearchwitnesseschangingperspectivesonaudience:audienceastarget，socialcategory，consumer，commodity，decoder，etc.Thesechangingperspectivesbringaboutachangingtrendofaudienceresearchfromviewingaudienceaspassivereceiverstoactiveconsumersordecoders，andfrompayingattentionto
