Revisiting the timeline of classic communication theories from the 1930s to 1976: A gap of interactive audience

Abstract

Communication theories, developed during the dominance of print and broadcast media, traditionally conceptualize the audience as passive receivers of information. These theories and models were largely unidirectional and constrained by technological limitations. However, the transition to digital landscapes has redefined the audience's role, positioning them as active participants who engage, interact, and influence content through their behaviours and feedback. This study examines the evolution of communication theories from 1930 to 1976, highlighting a significant shift in audience perception driven by the rise of digital media and social media platforms. This research advocates for a systematic reinterpretation of communication frameworks to incorporate audience influence as a fundamental principle. It emphasises that traditional models do not adequately address the complexities of contemporary media consumption. As media platforms evolve and diversify, the interactions between content creators and audiences become increasingly intricate. This complexity necessitates an updated perspective that acknowledges and integrates the various ways audience engagement impacts communication strategies. This shift aims to create more adaptive and relevant frameworks that accurately reflect the realities of modern media usage and the active role audiences play in shaping communication dynamics. Through a comparative analysis of existing literature, this study aims to bridge the gap between historical communication theories and the dynamic realities of the digital age. By proposing an updated model that reflects the active engagement of audiences, this paper aims to enhance our understanding of communication processes in contemporary contexts. This framework underscores the need for ongoing adaptation of communication theories to capture the complexities of interactions mediated by technology, ultimately enriching our comprehension of how audiences shape public discourse and content creation today.