#研究分享#【卡茨的使用与满足理论】

#研究分享#【卡茨的使用与满足理论】1.媒介的有限效果论:媒介并非万能的,受众拥有特定权利;2.国家媒体整合整个社会;3.人们通过媒介的不同功能选择媒介,电视和电影、书籍一样属于娱乐产品;4.《达拉斯》的全球热播展示此类节目如何整合不同的国家甚至全世界。#卡茨退休演讲#http://www.looooker.com/?p=8011

 

Let me turn now to the second of the two vertical threads which, I believe, describe my work.Following Charles Wright, this might be called the functional thread because it deals with
the purposes for which people and societies make “use” of communication, with its “reception,” so-to speak, its gratifications. I am naming this thread Culture. As we proceed it will become increasingly clear that the two threads are not so easily separable. They certainly share the idea
of limited effects, that is, that the media are not all powerful, and that certain powers remain with the audience. Gradually, we became aware that attention had been overly directed to
individual functions rather than to groups and whole societies. Long before Benedict Anderson, Tarde had indicated that the national press united whole societies. National integration,
too, may be said to be a function of events such as the Moon Landing or the
Kennedy assassination or the first Papal visit to Poland, and hence a bridge between the two vertical lines I am trying too hard to separate.The paper, by Katz, Hadasah Haas and Gurevitch,
makes clear how people sort out the media by the different functions they serve. For example, on the eve of television’s introduction, television—like radio and newspapers—was thought by
viewers to connect them with the goings on in politics. However, in a repeat study, twenty years later, television was primarily viewed as entertainment, along with cinema and books.
The culmination of this second vertical line—although it belongs below the horizontal one—is Tamar Liebes and Katz cross-cultural study of ‘Dallas.’ It shows how different cultural settings,
and different subgroups of the audience—decode a premiere soap, but also how such programs serve to integrate nations and, sometimes, the world. Although we apply Stuart Hall in this exercise—he has just passed away—he, like others, think that gratifications research extends too much comfort to the broadcasters and the status quo; that is, it finds too much good in what
happens to be. So, we now prefer the term “reception,” —which allows for more critical decodings and uses-—about which Sonia will tell us more.

 

 


1 条评论

  1. zhangye说道:

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