“受众同质化”是当前全球化传播中一个值得关注的问题。本文用文化帝国主义的视角,追溯受众同质化现象的缘起,立足于全球传播中的技术和媒介发展状况重新审视受众同质化,认为:受众同质化中包含微观层面相对的“分众”;同时也是一个与文化同质多次抗争的动态过程。 “The homogeneity of audience” is a concern in the current globalization. This paper uses the perspective of cultural imperialism to trace the origins of the phenomenon of the homogeneity of the audience and re-examines the audience’s homogeneity based on the development of the technology and media in the global communication. It holds that the audience homogeneity includes the relative “ ”; At the same time is also a dynamic process of protest with the same quality of culture.