摘要
“民间理论”对受众主体性的突出,对受众认知、行为及二者关联性的强调,对已有的制度化、权威化受众理论的挑战,可以为多元媒介环境下的受众研究带来新的可能。当前,欧美学者将“民间理论”用于受众研究大致涉及:受众的新闻回避和反新闻(媒体)行为及其认知、新媒介环境下受众对新闻信息获取行为的认知、受众对网络社会系统的推测、受众对“算法操作”的认知与推理等。中国学者可以借鉴欧美经验,就四个议题展开研究:以中国样本为基础的欧美受众“民间理论”检验,中国受众对中国特有问题所持的“民间理论”调查,中国特殊受众群体对某一具体问题所持的“民间理论”调查,“民间理论”用于中国受众研究的观测指标、方法选择及理论参照。
“Folk theory”highlights the subjectivity of the audience,emphasizes the audience’s cognition,behavior and their relevance,and challenges the existing institutionalized and authoritative audience theories,which can bring new possibilities for the audience research in the multi-media environment.At present,the application of“folk theory”in audience research by European and American scholars generally involves:audience’s news avoidance and anti-news behavior&cognition,audience’s cognition of news information acquisition in the new media environment,audience’s speculation of network social system,audience’s cognition and reasoning of algorithm operation,etc.Chinese scholars can learn from the experience of European and American scholars to conduct research on four issues:the test of“folk theory”of European and American audiences based on Chinese samples,the survey of“folk theory”held by Chinese audiences on China’s unique problems,the survey of“folk theory”held by Chinese special audiences on a specific issue,and the observation indicators、method selection and theoretical reference of Chinese audience research.
出处
《新媒体与社会》
2022年第1期270-286,共17页
New Media and Society
基金
中南财经政法大学“部校共建”新闻学院一流课程建设项目“新闻学概论”(编号:2020-3-2-03)
科研重点团队项目“媒体背景下融合传播人才培养模式研究”(编号:2020-2-1-02)
关键词
智媒时代
民间理论
受众研究
The Age of Smart Media
Folk Theory
Audience Research
作者简介
王大丽,中南财经政法大学新闻与文化传播学院讲师,新闻学博士,硕士研究生导师
