人工智能技术的兴盛，不论在理论发展或是研究方法层面，都给传播学科的受众与 效果研究带来了新契机。本文立足于国际前沿和本土研究的视角,通过与祝建华教授和 杰佛瑞·汉考克教授的学术对谈，探讨了智能时代受众研究和媒介效果研究的前沿动向 和理论思考，分析了数据时代传播研究方法的变迁，同时展望了传播学研究的未来发展 趋势，并针对中国情境下的受众与效果研究如何更好地走向国际化，给出了相应建议。 技术与数据为用户研究增添了新的细节，微观和中观层面的理论聚焦依然重要，多元方 法、计算技能和数据伦理需要重视，理论化和普适化是中国传播学者尚需提升的能力。

The prosperity of artificial intelligence has brought new opportunities for audience analysis and media effect studies both theoretically and methodologically. Aiming at academic frontier and local research, this article explored latest trends, theoretical development and methodological changes of audience analysis and media effect research in AI era, and predicted the future of communication research through an academic dialogue with Prof. Jonathan J. H. Zhu and Jeffrey T. Hancock. Besides, it offered helpful suggestions for the internationalization of Chinese communication study. As technology and data added new details for user studies, mixed methods, computing skills, and data ethics deserved more attention. Micro-level and middle-range theories are still important. Chinese communication researchers could make more progress in theorization and generalization.