広告研究における状況的パースペクティブ : E.Goffman"Frame Analysis"の検討から

概要

論文の詳細を見る
Taking into account that advertising is thought to be a process which can be formularized like"advertisers advertise'what they(their brands)ate...'to their recipients, "conventional studies of advertising, for the most part, have been concentrated on analysis of this blank space of'what....'. Of cource, there are many arguments that have been accumulated as"studies of advertising effects, "nevertheless many of them tend to be"content → response analysis, "similar to the"stimulus-response model."In other words, they were studies of advertising in the relationship between "advertiser → recipient"and thus it seems that they lack in a viewpoint of advertising in terms of the interactive"advertiser ↔ recipient"relationship, in which function of recipients'interpretation of meaning of advertisements and their giving meaning to them should be analysed. This paper is to concentrate on methodological examination in an effort to analyse advertising in such the interactive situation. In examination, an approach of this paper is to search for a new extention of studies of advertising by taking advantage of"interpretative paradigms"as it is called in sociology. Such a viewpoint to look at social events that"interactive process as a interpretative process, "which is one of the characteristics of interpretative paradigms, is likely to give many suggestions to studies of advertising. This paper selects Goffman's"Frame Analysis, "in paticular, out of"interpretative paradigms, "mainly because"Frame Analysis"aims to integrate diverse schools of interpretative paradigms and various arguments in social science in the past. This is also partly because, it is thought, Goffman's consistent"situational perspective"and resulting various concepts will be effective in analysing and describing the interaction between"advertisers and recipients"and the mechanism of construction of interaction in that situation. How Goffman and his"Frame Analysis"should be understood and what suggestions should be extracted from it for studies of advertising are the main argument of the first half of this paper. And, in the second half of this paper, how implication in methodology and terminology obtained from the"Frame Analysis"examination should be applied to actual advertising analysis is discussed by taking examples from advertising in the present society of Japan. The paper asserts that, in the present society of Japan, not only advertisements on mass media are the subject of studies of advertising, but also various demeanour of advertisers from the much wider perspective, in addition to sophisticated advertising expression on mass media, has to be analysed. Conversely speaking, this manifests the situation in which copresence of advertisers and recipients is expanding acceleratively on a qualitative and quantitative basis, and the situation in which a number of events occur that the conventional definitions of advertising can't explain. In the end, this paper will suggest that Goffman's"situational perspective"is valid in dealing with such problems as the interactive relationship between advertisers and recipients ubquitous in society by dint of various advertising vehicles not limited to mass media, diversification and multiplity of reality which are constructed by this advertiser-recipient interaction, and how the recipient self should be.
日本マス・コミュニケーション学会の論文
1993-03-31

広告研究における状況的パースペクティブ : E.Goffman"Frame Analysis"の検討から

スポンサーリンク

概要

著者

関連論文

スポンサーリンク