媒介融合环境下欧美受众研究的范式转换  

The Paradigm Shift on Western Audience Study under Current Media Convergence Environment

作　　者：殷乐[1,2] 

机构地区：[1]中国社会科学院新闻与传播研究所 [2]中国社会科学院媒介研究室

出　　处：《新闻与传播研究》2010年第6期70-78,共9页Journalism & Communication

摘　　要：本文主要采用文献分析法和访谈法,以身份建构与媒介文化为两条主要脉络,梳理分析近10年来的在欧美传播学界颇具影响力的媒介及受众研究理论、范式,追踪其理论发展与研究现状,着重关注景观/表演范式、社会实践范式及另类媒介的受众研究范式等,探讨不同研究范式的适用性与局限性,并在此基础上提出对中国本土受众研究的思考和建议。The media environment has changed dramatically since the end of 20th and the old paradigms in audience study have to face a lot of puzzledom.This paper,based on the studying of the past 10 years literatures of audience theories,reviews the trend of paradigm shift on audience study in Europe and America.The thinking about paradigm shift is on three aspects.Firstly,analyzing the concept and the value of Spectacle/Performance paradigm and Resistance Performance Paradigm from the view of identity formation;secondly,inspecting several paradigms,such as third reception study and practice theory,from the view of media culture,thirdly,discussing the impact of paradigm shift in Chinese media environment.

关 键 词：实践范式 受众研究 媒介融合 欧美 环境 文献分析法 媒介文化 身份建构 

分 类 号：G206[文化科学—传播学]