閱聽人研究是新媒介環境中傳播研究創新的一個重要領 域。本文以2010-2014 年歐洲科學與技術合作計畫資助的大型 研究計畫「轉型中的閱聽人與社會」為考察對象，著眼於知識 生產與社會脈絡之間的互動關係，來分析當前歐洲傳播學界在 閱聽人研究領域的新思路。該研究計畫包括四個子課題：新媒 介環境中的媒介素養；閱聽人的互動及參與；資訊傳播技術的 社會影響；閱聽人轉型與社會融合。透過這些議題背後的知識 脈絡的分析，本文嘗試提煉出新媒介環境中歐洲閱聽人研究的 發展趨勢，即一種新型的「閱聽人參與典範」的建構，並對其 理論思維與社會意義進行詮釋。

Audience research is a crucial area of theoretical communication innovation in the new media environment. By examining the academic project of ‘Transforming Audiences, Transforming Societies’ funded by the European Cooperation Project in Science and Technology, this article analyzes the innovative ideas of European audience research from the perspective of the interaction between knowledge production and societal contexts. This project includes four mains issues: media literacy in the new media environment; audience interactivity and participation; the role of Information and Communication Technology use when involving social relationships; and audience transformation and social integration. By analyzing the academic vein of these issues, this article determines the theoretical trends and social meanings of European audience research, naming the construction of a new ‘audience participation paradigm’ in the new media environment.