もう一つの「受け手」論 : 戦略的メディア言説の読みをめざして (<特集>新しい「受け手」論の研究)

スポンサーリンク

概要

• 論文の詳細を見る

• In recent years the reception theory of mass media discourse (message), which shares a concern for exploring or predicting the variable interpretation of information or of cultural context, has become an active field for mass communication research and theory, but its results are still somewhat elusive. For the development of the reception theory, I have tried in this paper to raise some problems about the reception processes of the audience as decoder, paying attention to the strategies of the mass media, and taking up an example of television viewers. Before raising the problems about the analysis of reception by the audience, it is necessary for us to examine the strategies of the media. In the beginning of this examination, we have to make clear whether or not the strategies of the media are made up by the media themselves, or are the intention of something else, for example the government, behind the media, or whether they are a result of the collusion of the latter with the former. The next step is to analyze some strategies of the media themselves. The strategies are accomplished by sequences of moves that try to realize goals as effectively as possible. Media tend to strategically represent media discourses as a move in the forms of "reality-deviation", "fragmentation","displacing", "masking" and etc. on the one hand, and in the forms of "ommssion" or "missing" concerning the crucial information for the audiences on the other. We have to be aware of the strategies of the media in this combination of moves, that is, the positive move on the one hand, and the negative move on the other. Considering the above point, media discourses should be analyzed according to the following points, as H. H. Davis tried to do: "Who is speaking?", "What are they saying?" and "What do they mean?". The next problem is to explore the way by which the audiences behave (react) to the discourses. We have to deal with two problems here. The first is the problem which D. Morey raised in his work, "Family Television" (Comedia, 1986), concerning the structural distribution of cultural competence which is related to the work of Pierre Bourdieu (French socio1ogist). Furthermore, we have to deal with the problem of the audiences' intentional or unintentional interpretation of the media discourses through collusion with the senders of the media. Finally, our tasks are to improve our frames of reception and interpretation of media discourses and to collectively construct these critical frames of reception ancl interpretation vis-a-vis the media through social interaction. It is also our task to activate our criticism of the nedia and to raise the norms of media performances through public opinion of the media.

• 日本マス・コミュニケーション学会の論文
• 1988-04-30

著者

• 佐藤 毅

  一橋大学

関連論文

• I 理論(マスコミ研究30年 : 回顧と展望)
• 船津衛著「シンボリック相互作用論」
• 森好夫著「文化と社会的役割」
• 日本のマスコミ研究 : 回顧と展望
• 総括〔討論〕 (日本のマスコミ研究--回顧と展望(〔日本新聞学会〕創作20周年記念シンポジウム))
• 日本の広告
• 戦後のジャーナリズム論(ジャーナリズム論の再検討)
• William Stephenson:The Play Theory of Mass Communication, The University of Chicago Press, Chicago and London, 1967
• マス・コミュニケーション研究における理論と調査 : テレビ視聴行動を中心として
• マス・コミ受容過程論と放送研究(放送研究の進め方)
• 娯楽メディアとしてのテレビジョン (日本のテレビジョン : その実態と問題)
• 児島和人著『マス・コミュニケーション受容理論の展開』
• カルチュラル・スタディズの展開とその再検討(一九九四年度春季研究発表会 ワークショップ報告)
• 特集の言葉(家族・組織・生きがい)
• 8 高度情報社会の病理
• もう一つの「受け手」論 : 戦略的メディア言説の読みをめざして (新しい「受け手」論の研究)
• 戦後日本のマスコミ論の展開 (戦後の日本社会学)
• 田中義久著『社会意識の理論』(勁草書房)
• 社会的相互作用をどうとらえるか ( 社会的相互作用論の再検討)

もっと見る 閉じる

スポンサーリンク