民族志观众研究作为居间范式——以布鲁斯·奥斯汀“Cult”电影观众群研究为例  

Ethnographic Audience Research as an Intermediary Paradigm: A Case Study of Bruce Austin’s “Cult” Movie Audiences

作　　者：卢康 Lu Kang(School of Film,Television and Animation,Chengdu University,2025 Chengluo Avenue,Chengdu 610036,Sichuan Province,China.)

机构地区：[1]成都大学中国-东盟艺术学院,610106

出　　处：《文艺理论研究》2022年第4期11-22,共12页Theoretical Studies in Literature and Art

摘　　要：20世纪80年代电影观众研究领域出现的“民族志复兴”,既是传统传播学电影观众研究方法的重新提及,又是文化研究大潮下电视受众领域“民族志转向”影响的结果。这契合了当时电影研究领域对文本分析理论缺乏经验性观众证据进行修正的需要。布鲁斯·奥斯汀是其中的代表研究者,从他关于“Cult”电影观众群的民族志研究中能够见出,作为方法的民族志,利于资料搜集而缺乏整体分析,及仅适合小规模群体等特性,导致其在电影领域多被作为资料搜集的方法用于电影工业或历史-接受研究之中,而缺乏向一般性理论发展的动力。但以其历史中的研究范例来看,以及对当下中国电影文化现象而言,民族志观众研究依然可以作为居间范式,有效弥补电影学科化之后,电影观众研究趋于传统量化统计与抽象文本分析两极之间所缺失的经验性观众证据。The “revival of ethnography” in the field of audience studies in the 1980s is not only a re-discussion of the traditional methods in communication studies, but also a result of the influence of the “ethnographic turn” in cultural studies that focuses on the television audience. This was in line with the need of film studies in response to the lack of empirical audience evidence in textual analysis theory. Bruce Austin, one of the representative researchers in the field of ethnography, presents to us through his study of “cult” movie audiences that ethnography as a method helps us with data collection but nevertheless lacks general analysis. In other words, ethnography as a method is only suitable for analyzing small groups, which fails to develop into a general theory in film study. Consequently, it is often taken as a method for data collection used in the film industry or history-reception studies. However, taking into account the research examples that such method engages in history as well as the current phenomenon of Chinese film culture, one could still employ ethnographic audience research as an intermediate paradigm to effectively make up for the lack of empirical audience evidence that is found between the traditional quantitative statistical analysis and the abstract analysis after film studies has become an individual academic discipline.

关 键 词：民族志 观众研究 布鲁斯·奥斯汀 “Cult”电影 

分 类 号：J943.13[艺术—电影电视艺术]