作为主体的受众中心模式剖析

从以受众为中心的角度出发,通过全面梳理行为传统和文化传统的受众中心模式,透视了有关研究所展现的理论空间,可以看出行为传统与文化传统的主要差异在于:行为传统主要是研究受众对于媒介的选择以及反应,而文化传统主要是赋予了受众在解读文本方面所具有的权力;行为传统所考察的是受众媒介接触行为的产物,而文化传统主要是解释受众接受媒介信息的过程。

Assessment of Receiver-Centered Models in Mass Communication

From the audience-centered perspective, the paper explores the theoretical space shown by related research and proposes that only the behavioral and cultural traditions have endowed the receiver with the principal part in mass communication process. The paper summarizes the differences between the behavioral tradition and cultural one. The behavioral tradition mainly studies the receivers' selection and response to the media while the cultural one focuses on the receivers' power on explaining the text; the behavioral tradition mainly researches the result of the interaction between the receiver and media while the cultural one illuminates the process of receivers' explanation of media information.