偏移的转折点:传播学史上被“受众民族志”遮蔽的“双重转向”  

The Skewing Turning Point:On the Dual Turn Shaded by Ethnography of Audience in the History of Communication Studies

作　　者：张放 Zhang Fang

机构地区：[1]四川大学新闻学院

出　　处：《新闻与传播研究》2020年第7期34-56,126,127,共25页Journalism & Communication

基　　金：四川大学哲学社会科学杰出青年人才基金项目“传播研究中质性研究方法的起源与变迁及其对当代新媒体研究的特殊价值探寻”(项目编号:SKQX201732)的阶段性研究成果。

摘　　要：多年以来,以戴维·莫利的研究为代表的“受众民族志”被视为大众传播研究“诠释主义转向”或“民族志转向”的转折点,而这其实是一个误区。哈洛伦等的《游行示威与传播:一项个案研究》、坎特的《好莱坞电视制作人:他的工作与受众》、沃思等的《透过纳瓦霍人之眼:一次电影传播与人类学领域的探索》以及勒尔的家庭电视受众研究等在时间上均早于莫利的研究,并符合成为转折点的其他要件。这四项研究被忽略的原因主要在于莫利的研究更符合当时学术政治的需要,但由此带来的问题是此次转向仅被视为方法论层面的转向,而遮蔽了研究对象层面的媒介生产研究转向。哈洛伦领衔完成的《游行示威与传播:一项个案研究》才是此次“双重转向”真正的转折点,传播学史应当给予更为合理的评价。对“双重转向”的重新认识有助于厘清诠释主义范式在当下传播学学术地图中的位置,并促进对如何让被“5W”模型割裂的传播学在传播要素高度融合的今天走向“综合性研究”的思考。It is a misunderstanding that“ethnography of audience”represented by David Morley s research is regarded as a turning point of“interpretive turn”or“ethnographic turn”in mass communication research.James Halloran et al.s Demonstrations and Communication,Muriel Cantor s The Hollywood TV Producer,Sol Worth et al.s Through Navajo Eyes and James Lull s research focused on audience of family television are all earlier than Morley s research and fulfill all the elements of a critical turning point.The main reason why these four studies were ignored is that Morley s research is more in line with the needs of academic politics in that period.But this leads to a problem that the turn is only seen as a methodological turn while the turn in media production research of the research subject was concealed.The book Demonstrations and Communication completed by James Halloran et al.is the real point of this“dual turn”,which should be given a more reasonable evaluation in the history of communication studies.This re-understanding of the dual turn helps to locate the paradigm of interpretivism in the current academic map of communication studies,and promote the thinking of how to make communication studies,which are separated by the“5W”model,approach to the“comprehensive research”in the context which communication elements is becoming highly convergent.

关 键 词：传播学史 转折点 受众民族志 诠释主义转向 媒介生产研究转向 

分 类 号：G206[文化科学—传播学]