Active audiencesWord格式文档下载.docx
- 文档编号:19024865
- 上传时间:2023-01-03
- 格式:DOCX
- 页数:6
- 大小:22.82KB
Active audiencesWord格式文档下载.docx
《Active audiencesWord格式文档下载.docx》由会员分享,可在线阅读,更多相关《Active audiencesWord格式文档下载.docx(6页珍藏版)》请在冰豆网上搜索。
tfeedbackortoparticipateinsocialeventsofthereportsandnarrative,orevenculturalproduction.Afterthetwo-stepflowofcommunicationmodelhypothesizesintroducedbysociologistPaulLazarsfeldandElihuKatzin1955(Lazarsfeld&
Katz,1955),HallandMorleydevelopedtheactiveaudiencetheoryintothecontextofcontemporaryculturalstudies.Nowwearelivinginthenewmediaera,thedigitaleraofmasscommunication.Audiencesarenotonlyrecipientsofinformation,butactive.Theyhavetheirownmindandusespecificmediacontentandinformationtogetgratifications.Anactiveaudiencecanmeanthatpeopledonotsimplyacceptandbelieveeverythingtheyreceivefromthemedia.Itisundoubtedlythatdifferentaudiencesmayhavedifferentideasandattitudestowardamediamessagewiththeirownmindsandcanhavedifferentresponsestoit.Theseresponsesarenotchaotic,butareassociatedwiththeaudience'
sage,educationlevel,commoncommunicationchannelsandotherpersonalcharacteristics.(Miller&
Philo,2001).Astimewentby,theresearchesfocustostudytheactiveoftheaudience,ratherthanapassiveaudience.Differentexpertsputforwardadifferentpointofviewtosupporttheideathataudiencesareactive.Withtheadventofnetworkconvergencetechnology,ithasbecomeacommonphenomenonthataudiencesuseblog,mobilephones,Facebook,twitterandotherformsofcommunicationtoparticipateinculturalproductionactively.Theincreaseofthemassmediaalsomakestheattitudesoftheaudiencesundergoneamajorchange.
2.Earlydevelopmentinaudiencetheory
Anaudienceisagroupofpeoplewhoparticipateinashoworencounteraworkofart,literature,theatre,music,videogame,oracademicsinanymedium.Audiencetheoryisanelementofthinkingthatdevelopedwithinacademicliterarytheoryandculturalstudies.
2.1Thehypodermicneedlemodel
Thehypodermicneedlemodelthatdevelopedinthe1920sisthefirsttheorytoexplainhowmassaudiencesmightreacttomassmedia.Thismodelcanbeseenassomekindofforceinjectedtherepressiveideologydirectlyintothepublicconsciousnessandthought.Inthistheory,itisconsideredtohaveaneffectontheaudienceaftertheconsumptionofmediatextsanditisthoughtthatthiseffectisoftennegative.Accordingtothenameofthetheory,themediaiscomparedtoahypodermicneedlewhichinjectsmessages,attitudesandideasintotheaudiencesandtheaudiencesarepassiveandpowerlesstopreventit.Intheaudienceeyes,themediaislikeadrugandtheycandonothingbytoaccepttheinfluence.Ofcourse,duringthepasttimethistheorymayworkinsomecase.Butdifferentaudiencesmayhavedifferentmindsandareaffectedindifferentwaysbydifferentmedia.Ontheotherhand,nowadaystheaudiencesaremoreandmoreindependentandhavecriticallyawareofthemedia.Sothistheoryrootedinthe1930shaslargelybeenconsideredobsoleteintoday’snewmediaage(Berger,1995).
2.2Two-stepflowofcommunicationtheory
Thetwo-stepflowtheorywasfirstintroducedbyPaulLazarsfeld,BernardBerelson,andHazelGaudetin1944.Theydidastudytofindouttheprocessofdecision-makingduringaPresidentialelectioncampaign.Aroundthemassmediacampaigningtheydidalotofresearches,toinvestigatethevoters,inordertoconfirmthattheinfluenceofthemassmediatothevoterswillhaveaverypowerfulforce.Finallytheydiscoveredthatmasscommunicationdidnothavethepowertoaffectthevotingintentionofvotersandtheinformalpersonalcontactsplayedamajorroletoinfluencethevoters’votingbehavior.Withafurtherstudywiththisresult,KatzandLazarsfelddevelopedthetwo-stepflowtheoryofmasscommunicationin1955(Lazarsfeld&
Katz,1955).
Thehypodermicneedlemodelconsidersthattheeffectsofthemassmediaaredirect,butthetwo-stepflowmodelstresseschoicesoftheaudiencealot.Itsuggeststhatifwediscusswithotherpeopleitwillbemorelikelyforustobeinfluencedbythemedia.Ontheotherhand,ouropinionsaffectedbythewayourfriendswhohavealreadyviewedthemedia.Themodelproposesaconceptcalledopinionleader.Theopinionleaderistheactivistwhichprovidesinformationforothersandaffectsthemintheinterpersonalcommunicationnetworks.Thistheorysuggeststhatmostpeoplemaketheirownopinionsbasedontheopinionleader.Itissaidthattheinformationfromthemediamovesintwodistinctstages.First,theopinionleadersreceivetheinformationandhavetheirownunderstandofit.Andthentheopinionleaderstransmittheinformationtootherpeopleaftertheirreprocessingoftheinformation.Theyhavetheabilitytoaffecttheattitudesofothersandtheyareinvolvedinmasscommunication,speedupthepropagationvelocityandexpandtheinfluence.Opinionleaders,astherelayandfilterlinksinthemedia,havesignificantinfluenceinmasscommunication.Infact,thismodeoftransmissionisnotjustbetweenthetwolevels,andoftenmulti-levelspreadofonetoten,hundred,thusformingthediffusionofinformation.Andthetwo-stepflowtheorysoondevelopedintothemulti-stepflowtheoryofmasscommunicationordiffusionofinnovationtheory.
2.3Usesandgratificationstheory
Ittakesalongtimeforthedevelopmentoftheusesandgratificationstheorysincethe1940s.Usesandgratificationstheorystandsonthepositionoftheaudience,byanalyzingtheaudienceusingmotivationofthemediatoexaminetheeffectivenessofmasscommunicationtothehumanpsychologicalandbehavioral.Itstressedthattheinitiativeoftheaudienceandhighlightedthestatusoftheaudience.Therearefivebasicassumptionsoftheusesandgratificationstheory:
1)“Theaudienceisconceivedasactive.”(Katz,Blumler,&
Gurevitch,2011)
2)“Inthemasscommunicationprocessmuchinitiativeinlinkinggratificationandmediachoicelieswiththeaudiencemember.”(Katz,Blumler,&
3)“Themediacompetewithothersourcesofsatisfaction.”(Katz,Blumler,&
4)“Methodologicallyspeaking,manyofthegoalsofmassmediausecanbederivedfromdatasuppliedbyindividualaudiencemembersthemselves.”(Katz,Blumler,&
5)“Valuejudgmentsabouttheculturalsignificanceofmasscommunicationshouldbesuspendedwhileaudienceorientationsareexploredontheirownterms.”(Katz,Blumler,&
Thistheorysuggeststhatwiththepositiveuseofmediatheaudiencesinterpretandintegratemediaintotheirownlivesandpointsoutthattheuseofmediaisbasedentirelyontheindividual’sneedsandaspirations.Italsoremindstheaudiencethatthepurposeofusingmediacanbedifferentandmakesuspaymoreattentiontotheaudience.Thistheoryconsidersaudienceexposuretomediaisbasedonindividualneedsandemphasizestheaudience'
sinitiative(Namsu,Kee,&
Valenzuela,2009).Butthescientificbasisofthetheoryisnotreliableanditemphasistoomuchonthepersonalandpsychological,ignorethesocialconditionsandconstraintsoftheenvironment.What’smore,thetheorycannotfullyrevealthesocialrelationsoftheaudienceandthemedia.
3.Activeaudiencetheory
Asthedevelopmentoftechnologyofmassmedia,thetheoriesmentionedabovehavetheirproblemsandlimitations.Soanewtheoryoftheaudiencewasdevelopedsincethe1970s.Andthatistheactiveaudiencetheory.Itsuggeststhatpeopledonotsimplyacceptandbelieveeverythingtheyreceivefromthemedia.Itisundoubtedlythatdifferentaudiencesmayhavedifferentideasandattitudestowardamediamessagewiththeirownmindsandcanhavedifferentresponsestoit.Theseresponsesarenotchaotic,butareassociatedwiththeaudience'
Philo,2001).Thistheorywasdevelopedbyalotofcommunicationtheoriesandtheirresearches.
3.1EncodingandDecoding
In1970s,BritishsociologistStuartHallproposedamodelofmasscommunication,theencodinganddecodingtheory.Thistheorysuggeststhatthattheaudienceinterpretationsofthemediaandculturalproductsarerelatedtotheirpositionsinthesocialstructure.Encodinganddecodingtheorywasdevelopedfromthecritiqueoftraditionalmasscommunicationmodel.Thetraditionaltheoryofcommunicationconsideredthatthecommunicationisthelinearmotionofamessagefromthesenderdirectlytotherecipientandthemovementhaslinearcharacteristics.Thelimitationofthistheoryisthatitjustconsiderstheflowofinformationasalinearmotion,butnotconsidersthesituationsofallkindsofinterferenceandotherinformationthatmayappearinthecirculationprocess.Themodeloftherelationshipbetweentextsandaudiencesconsideredhowtextswereencodedwithmeaningbyproducersandthendecodedbyaudiences.HallbelievesthatmassmediatextsjustlikecommoditieswillalsogetthroughMarxismdescribedfourareasofcommodities:
theproduction,distribution,useandreproduction.Hesummarizedandpresentedthreedifferentreceiverdecodingmode:
dominant-hegemonicposition,negotiatedcodeandoppositionalcode.Inthedominant-hegemonicposition,itpresentslinearcharacteristicsbetweenthetransmittingandreceivinginformationsothatsameasdecodingandthetwocodesshaveisomorphismwitheachother.Sothedecodingcanbedoneinthesamewayaccordingtotheencoding.Inthenegotiatedcode,decodingcontainsamixofcompatibleandconfrontationfactors,whichmeanthedecodingsidedoesnothavetheabilitytocontendfortheencod
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- Active audiences