Today ’s world communication environment is developing within a global context. In this context, not only the reception conditions of audience had been changed, 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 audience and celebrate the coming of diverse global culture. In contrary, the these 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 these theoretical arguments and try to propose some these and issues of audience research in the context of globalization.