浅析受众对媒介内容的协商性解读——以“5·12”灾难的传播为例

On the Audience’s Negotiated Interpretation of Media Content-Taking the Information Dissemination in the "5-12" Earthquake Disaster as an Example

媒介的效果理论在经历了万能媒介论、有限效果论这两个极端之后,从上个世纪70年代起至今,又出现了一种新型的媒介观。学界称之为协商性媒介效果观。这个效果观的基本观点是媒介把事件的意义传递给受众,受众经过协商来接受或不接受这些媒介建构的意义。这个理论与英国著名文化学家霍尔的"编码—解码"模式也有异曲同工之处。文章尝试以这两个理论来分析汶川地震灾难的传播中受众对于媒介传播的协商性解读。并试图归纳出某些媒介减少对抗性解读的一方法。

The media effects theory, after undergoing the two extremes of the Theory of Omnipotent Media and the Theory of Limited Effects, has come out with a new type of media theory since the 1970s, which is deemed as Negotiated Media Effects Theory by the academic circles. The basic viewpoints of this effects theory are as follows： the media imparts the implications of events to the audiences and the audiences will decide on whether or not accept these implications passed on by the media through negotiation. This theory is different in approaches but equally satisfactory in result with the famous British cultural scientist Hall＇s ＂Encoding- Decoding＂ model. Based on the two theories, the paper tries to analyze the audiences＇ negotiated interpretation of media transmission in the information dissemination of the calamitous Wenchuna Earthquake, and seeks to conclude some methods of reducing the confrontational interpretation for some media.