在當前以全球為架構的傳播環境脈絡下，不但閱聽人的接收狀況有重大改變，閱聽人研究的內容與方向也應當隨之調整。一九八0 年 代興起的主動閱聽人研究，歷經十餘年的發展，逐漸重新注重接收脈 絡的結構性因素對閱聽人接收的影響。然而近來呼應所謂「全球化」 理論的閱聽人研究，卻再度重拾早期主動闖聽人研究的樂觀看法，認 為在閱聽人主動性的發揮下，全球與在地的交互作用將創造出豐富多 元的全球文化。相對的，文化帝國主義論述則強調圖與國之間文化宰 制的事實依舊存在，閱聽人的主動性不宜片面誇大。在對這些理論觀 點進行交互撿視與批判之後，本論文並將在兼顧全球與在地、鉅觀與 微觀的基礎上，提出全球化脈絡下適當的閱聽人研究課題與方向。

Today’s world communication environment is developing within a global context. In this context, not only the reception conditions of audience had been changing, the issues and approach of audience research also should be adjusted. Although the ’ active’ audience theory had rediscovered the importance of the reception ’context’ of analysis of audience reception, some authors who follow the ’globalization’ theory still overestimate the activity of local audience and celebrate the coming of diverse global culture. In contrary, the thesis of ' cultural imperialism* emphasis that the cultural domination still exist between cultures and countries and should not overstate the activity of audience. This article traces and criticizes these theoretical arguments and tries to propose some theses and issues of audience research in the context of global ization.