受众研究的不同进路:我国传播学受众研究综述(2011—2016)

Different Approaches to Audience Research: A Review of Communication Audience Studies in China( 2011-2016)

研究选取了5本国内新闻传播学界核心期刊,搜集了自2011年以来这些期刊上涉及受众研究领域的论文,结合定量分析的方法,梳理了近五年来我国传播学受众研究的成果。研究发现,新媒体受众已经成为我国受众研究的主要对象,其中社交媒体的受众受到了研究者的格外关注。尽管民族志等质化研究方法已开始逐渐被运用到受众研究中,但问卷调查法仍是研究者最常使用的受众分析研究方法。受众的媒介使用与其需求满足、身份认同以及社会参与之间的关系成为研究的重点。

This study selected five journals in the field of journalism and communication from CSSCI,collecting papers concentrating on audience studies published in the years from 2011 to 2016 in these journals,and then reviewing audience research in the last five years,combined with a quantitative analysis method.This study finds that:1)the audience of new media,especially the audience of social media,has become the main research object;2)although qualitative research methods,including ethnography,has been introduced into audience research,questionnaire surveys are still the most welcomed method;3)the relationship between the audience’s usage of media and their gratification,identity and participation are popular topics.