历史维度中的积极观众——对费斯克《电视文化》中受众观的解读

Active Audiences in Historical Dimension:Study on View of audiences in Fiske's Television Culture

约翰·费斯克是美国大众文化的重要理论家与实践家,也是西方文化研究学派的代表人物之一。其所著述的《电视文化》可以说是他思想的一个总结,且集中阐释了他对电视观众的理解。费斯克认为,电视文本的开放产生了多义性,为观众的积极阅读提供了条件。电视观众是积极的,而不是单质的被动接受者。

John Fiske is an important theoretician and practice of American popuhr culture, and is also a representative of the Western Cultural Studies. His writing of Tdevision Culture is a summary of his thought for TV culture, and elaborates on his understanding of television audiences. Fiske beheves that the open TV text is Polysemy, and offers the condition for the active reading of the audiences. TV audiences are active audiences, rather than passive recipients.