Based on the holistic perspective,Smythe's audience commodity theory reveals the overall economic relationship of commodity production and circulation,which is centered on advertisers and mass communication system,rather than the simple economic relationship among audience,mass communication system and advertisers in communication.Smythe uses the concept of"audience"in different contexts.In the process of commodity production and circulation,"audience"has different meanings such as means of production,consumers,laborers and capitalists.Among them,the concept of"audience goods"is not valid,which challenges the orientation of audience's means of production.Nevertheless,the combination of advertisers and mass communication system provides the best model for demand management,on the one hand to promote the consumption of goods to be sold,on the other hand to create new consumer demand,advertisers and mass communication system thus become an important hub connecting the production and circulation of goods and demand management.In the overall economic relationship of commodity production and circulation,the collusion relationship is formed between advertisers and the mass communication system rather than the relationship between the buyers and sellers of"audience goods",and the income of advertisers and the mass communication system comes from the transfer of surplus value in the production field.The extensive application of information technology in the field of communication brings new changes to the contemporary monopoly capitalism,but it does not change the historical fate of the inevitable demise of capitalism.
audienceadvertisersmass communication systemproductioncirculationdemand man-agement
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