“新受众研究”之辩:研究取向、关键人物与现实需求

Debate on"New Audience Research":Research Orientation,Key Figures and Realistic Needs

归纳新受众的研究取向,以视角的崇高性、方法的革命性、概念的相关性定义“关键人物”的特质;并以特质为条件,将同时代重要学者的受众观作比较分析,呈现戴维·莫利成为新受众研究转向关键人物的具体体现;最后,在新媒介环境下开展受众研究,莫利的受众观同样有着迫切的现实需求。

This paper summarizes the research orientation of new audience,and defines the characteristics of of new audienceion,key figures and realistic needty of perspective,the revolutionary of method,and the relevance of concept.Then it makes a comparative analysis to the audience views of the important scholars of the same era,showing that David Morley became the key figure in the new audience study.At last,The paper holds that Molly’s audience view also has an urgent practical need to carry out audience research in the new media environment.