閱\聽眾分析在英國媒體與文化研究的發展
The Development of Audience Analysis in British Media and Cultural Studies

趙庭輝
Chao, Ting Huei

閱\聽眾分析是英國媒體與文化研究相當重要的學術領域，在將近二十年的發展過程中，建構出當代與歷史閱\聽眾研究兩種典範，本文主要興趣是回顧且批判此兩種研究取向的理論性觀點與方法論架構，俾對台灣傳播研究中關於閱\聽眾分析的傳統，提供反省思考的空間。本文著重描述當代閱\聽眾研究與歷史閱\聽眾研究的核心議題與基本立場，包括當代閱\聽眾研究中關於文本與閱\聽眾的關係、傳播科技與閱\聽眾的關係以及廣電科技與家庭生活等領域的理論觀點與民族誌(ethnography)方法論建構，同時論辯歷史閱\聽眾研究中關於廣電科技與家庭生活的主要論點與口述歷史訪談(oral history interviews)方法論建構，並且討論流行記憶(popular memory)在歷史閱\聽眾研究的應用與面臨的困難。

Audience analysis is a considerably significant field in British media and cultural studies. With the development of nearly two decades, it constructs two paradigms, including contemporary and historical audience research. The main interest of this paper is to review and criticise the theoretical arguments and the frameworks of methodology of these two approaches. Its aims are, firstly, to extend the knowledge, and secondly, to respond and reexamine the tradition of audience analysis in Taiwanese communication studies. This paper concentrates on describing the essential issues and fundamental positions of contemporary and historical audience research. The main notions contain the theoretical arguments and the ethnographic methodology about the relationship between text and audience, communication technology and audience, broadcast technology and domestic life in contemporary audience research. Meanwhile, it argues the perspectives and the methodological construction of oral history interviews in the historical audience research. Also, this paper discusses the application of popular memory in historical audience research and the difficulties it encountered.

閱\聽眾分析，英國媒體與文化研究，民族誌，口述歷史訪談

Audience Analysis，British Media and Cultural Studies，Ethnography，Oral History Interviews

1999.06.29

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