日本のマス・コミュニケーション研究における「読み手」論の今日的地平 : 「読み手」論と「担い手」論をめぐって
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概要
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This paper investigates some problems in a theory of the superiority of mass audience to mass media. The superiority of mass audience to mass media is one of the most important and most actual topics in mass communication studies. Generally, it is very appropriate thinking that the audience has gained superiority over the mass media, during the progress of the High-Information Society in the last 10 years. In Japan, many commentators refers to this theme. For example, Takeshi Sato mentions that the change from reciever to decoder is requirement of our information-age(Sato, T.1988, 1990). Tatsuo Inamasu also refers to the new-type TV watchers who decode the TV program without the restriction of the communicator's intention. Futhermore, a special feature of new study of the audience in the Japanese Journalism Review 37(1988) is the regulary academic correspondence to this theme. Incidentally, "the cultural studies", which investigate the relation of the culture and the media, have many influences on these studies in Japan. For example, Sato's theory of the audience has evolved under the influence of"cultural studies"."The cultural studies"have investigated activity of the audience, connecting with the problem of culture and ideology. It is one of the most active theme in our information age. Two affairs are the aim of this paper. One is an overview of studies on the superiority of mass audience to mass media. Principally, this paper focuses on Japanese studies. But I set foreign studies(like"cultural studies") in my range. Another is a theoretical-critical study of them. This article attempts to inquire into the weak point and potential of the"decoder"theory, by focusing on the theme of recievers decoding in mass communication process. Contents 0. preface: The evolution of the information society and activity of the audience. 1. The discussion of the audience's activity in Japan. ・studies of the superiority of mass audience in Japan. ・two groups. 2. The problem of the"decoder"theory. ・the influence of the"cultural studies". ・discussion of the decoding as a"differentiationing"・problem of the"decoder"theory in Japan. 3. For the conversion from"decoder"theory to interactive communication theory: a proposition of the concept"Social-cultural coherence at exposure to media". 4. Conclusion:For the new contribution to the mass communication studies.
- 日本マス・コミュニケーション学会の論文
- 1993-12-28