传播学史视域下媒介研究“民族志转向”之辨及其价值探析

On the Prehistory of “Ethnographic Turn”in Media Research and Its Value from the Perspective of Academic History

以戴维·莫利的电视受众研究为代表的"受众民族志"研究被称为媒介研究的"诠释主义转向"和"民族志转向",并被认为是"媒介研究人类学取向"的开端。但文献显示,在人类学学术史上,人类学媒介研究的历史起点远远早于"受众民族志"研究,可以追溯到几位人类学家在20世纪四五十年代开展的人类学电影研究,并于70年代以应用人类学媒介研究的形式得到了持续发展。人类学媒介研究所属的诠释主义研究范式,是与客观经验主义、批判理论并列的社会研究三大范式。因此,探析人类学媒介研究的起源与发展,有助于消除客观经验主义范式对传播学的垄断并构建更为全面和完整的传播学史。

The ＂audience ethnography＂with David Morley＇s TV audience research as the representative is called the ＂interpretive turn＂or ＂ethnographic turn＂,and it is considered as the start of ＂the anthropological approach of media research＂. But literature shows that,in the history of anthropology,the historic starting point of anthropological media research much earlier than the ＂audience ethnography＂,can be traced back to several anthropologists＇ studies on the anthropological film research in 1940 s and 1950 s,and in 1970 s,it continued to develop in the form of applied anthropological media research. Anthropological media research belongs to the interpretive paradigm.And interpretivism is one of the three paradigms of social research juxtaposed with objective empiricism and critical theory. Therefore,the exploration of the origin and development of anthropological media research will help to eliminate the monopoly of objective empiricism paradigm and build a more comprehensive and integrated history of communication studies.