媒介消費與閱聽人研究

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媒介消費與閱聽人研究

Media Consumption and Audience Studies

九十九學年度下學期

系（所）級：大眾傳播研究所課程性質：選修

（

3 學分

^）

上課時間：週一10:10~13:00 LF 308

指導教授：陳春富（E-mail: 061328

@mail.fju.edu.tw ）

Office Hours：週一 14:00~17:30 LE815（或另預約時間）

課程目標：

本課程旨在深入介紹傳播學領域中媒介消費文化與閱聽人相關的理論與研究。

透過對於閱聽人 (audience) 在當代傳播學領域中所扮演的角色及其媒介使用等相關議題之探討，了解閱聽人概念如何在各類型媒介市場中被形塑建構，並思考其所呈現的特殊消費文化意涵。

課程範圍：

本課程首先將就傳播學與媒介研究中有關閱聽人部分的理論典範及基本議題作一歷史性與概念性的回顧。其次，我們將分別從從鉅觀與微觀的層面來切入，

探討閱聽人的文化與社會形構，並反思當前廣電及網路媒介市場中的閱聽人圖像，閱聽人研究法，以及各類媒介消費文化之重要意涵。此外，課程當中亦將針對媒介科技對日常生活的影響、迷的消費文化、各類社群與次文化的媒介消費樣貌，閱聽人研究民族誌學，以及跨國/跨文化的媒介消費等主題，進行單元性的討論。

授課方式：

Seminar 形式：課堂講授；分組導讀；問題討論；期末報告（書面&口頭）

一、課堂導讀 (leading discussion)：

1. 修課同學除了必須確實依課程進度預習指定讀物之外，也將針對所分配之課程單元主題，以分組方式輪流進行課堂導讀。

2. 導讀部分視修課人數決定分組方式與次數。

3. 導讀方式：

（1）針對當週指定之 readings 內容進行介紹與解說。

（2）主導課堂討論，擬出 1~2 個問題與其他同學進行討論。

（3）請預先將導讀內容上傳至 iCAN 系統。

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二、期末報告（term paper）：

1. 請於期中指定日期繳交期末報告之題目與大綱。

2. 期末報告請於指定日期前準時繳交。

3. 期末報告為 individual project，包含書面與口頭報告。

評分方式：

課堂表現 20%：包含上課出席、發問、以及問題討論的參與單元導讀 30%：包含大綱撰寫與課堂導讀

期末報告 50%：口頭提報 10%；書面報告 40%

課程進度：

第一週 (2/14)：課程介紹 & 導論第二週 (2/21)：閱聽人研究綜述（I）

Anderson, J. A. (1996). The pragmatics of audience in research and theory. In Hay, J., Grossberg, L. & Waterlla, E. (Eds.). The audience and its landscape.

Boulder: Westview Press. pp. 75-93.

◎ McQuail, D (1997). Audience analysis. Ch.1 & 2

◎ Webster, J. G. (1998). The audience. Journal of Broadcasting & Electronic Media, 42(2), 190-207.

第三週 (2/28)：和平紀念日放假一日第四週 (3/7)：閱聽人研究綜述（II）

◎ Abercrombie, N. & Longhurst, B. (1998). Audiences: A sociological theory of

performance and imagination. London: Sage. Ch.1&2

◎ Alasuutari, P. (1999). Rethinking the media audience: The new agenda. Thousand Oaks, CA: Sage. pp. 1-37.

Nightingale, V. & Ross K. (2003). Critical readings: media and audience. UK:

Open University Press. Part 1

第五週 (3/14)：實證主義的閱聽人分析—結構的觀點

◎ Napoli, P. M. (2003). Audience economics: Media institutions and the audience

marketplace. New York: Columbia University Press. Ch.1&5

◎ Webster, J. & Phalen, P. (1997). The mass audience: Rediscovering the dominant

model. Mahwah, NJ: Erlbaum. Ch.4&5

Webster, J., Phalen, P. & Lichty, L. (2005). Rating analysis: The theory and

practice of audience research (3

^rd edition). Mahwah, NJ: Lawrence Erlbaum.

Ch.5

第六週 (3/21)：實證主義的閱聽人分析—媒介使用心理機制

◎ Levy, M. & Windahl, S. (1985). The concept of audience activity. In K.

Rosengren, et al. (Eds.), Media gratifications research: Current perspectives.

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Beverly Hills: Sage. pp. 109-122.

Livingstone, S. (1998). Making sense of television: The psychology of audience

interpretation. 2

^nd

Edition. London and New York: Routledge. pp. 1-32.

◎ Nabi, R. L., Stitt, C., Halford, J., & Finnery, K. (2006). Emotional and cognitive predictors of enjoyment of reality-based and fictional programming: An elaboration of the uses and gratifications perspective. Media Psychology, 8, 421-447.

第七週 (3/28)：閱聽人的組織形構

Ang, I. (1991). Desperately seeking the audience. London: Routledge. pp. 1-41

◎ Ettema, J. & Whitney, D. C. (1994). The money arrow: An introduction to audiencemaking. In J. Ettema & C. Whitney (Eds.), Audiencemaking: How

the media create the audience. Thousand Oaks, CA: Sage. pp. 1-18.

◎ Napoli, P. M. (2010). Audience evolution: New technologies and the

transformation of media audiences. Ch.1.

第八週 (4/4)：民族掃墓節調整放假一日

第九週 (4/11)：期中考週（繳交&討論期末報告大綱）

第十週 (4/18)：新媒介、網路社群與閱聽人

◎ Andrejevic, M. (2008). Watching television without pity: The productivity of online fans. Television & New Media, 9, 24-46.

Baym, N. (1998). The emergence of on-line community. In S. G. Jones (Ed.),

Cybersociety 2.0: Revisiting computer-mediated communication and community. Thousand Oaks, CA: Sage. pp. 35-68.

◎ Jenkins, H. (2006). Convergence culture: Where old and new media collide. pp.

25-58.

第十一週 (4/25)：文本、愉悅、擬像與真實

◎ Ang, I. (1985). Watching Dallas: Soap opera and the melodramatic imagination.

Translated by Della Couling. London and New York: Routledge. pp. 13-50.

◎ Chua, B. H. (2008). Structural of identification and distancing in watching East Asian television drama. In B. H. Chua & K. Iwabuchi (Eds.) East Asian pop

culture (pp. 73-90). Hong Kong: Hong Kong University Press.

Hill, A. (2005). Reality TV: Factual entertainment and television audience.

London: Routledge. pp. 1-40.

第十二週 (5/2)：遊戲、玩家與閱聽人研究

Jenkins, H. (2006). Fans, bloggers, and gamers: Exploring participatory culture.

Ch. 6&7

◎ Murray, J. H. (2006). Toward a cultural theory of gaming: Digital games and the co-evolution of media, mind and culture. Popular Communication, 4, 185-202.

◎ Williams, D. (2006). Virtual cultivation: Online worlds, offline perceptions.

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Journal of Communication, 56, 69-87.

第十三週 (5/9)：「迷」的消費文化研究

Costello, V., & Moore, B. (2007). Cultural outlaws: An examination of audience activity and online television fandom. Television & New Media, 8(2), 124- 143.

◎ Fiske, J. (1992). The cultural economy of fandom. In L. A. Lisa (Ed.), Adoring

audience: Fan culture & popular media. Florence, KY: Routledge. pp. 30-49.

◎ Gray, J. (2003). New audience, new textualities: Anti-fans and non-fans.

International Journal of Cultural Studies, 6(1): 64-81.

第十四週 (5/16)：性別、世代與媒介消費

◎ Huang, Y. (2008). Consuming Sex and the City: Young Taiwanese women

contesting sexuality. In Y. Kim (Ed.) Media consumption and everyday life in

Asia (pp.188-202). New York: Routledge.

Parameswaren, R. (2002). Reading fictions of romance: Gender, sexuality, and postcolonial India. Journal of Communication, Summer: 84-105.

◎ Valkenburg, P., Schouten, A. & Peter, J. (2005). Adolescents’ identity experiments on the Internet. New Media & Society, 7(3): 383-402.

第十五週 (5/23)：全球化與區域化下的媒介閱聽人

◎ Iwasbuchi, K. (2002). Recentering globalization: popular culture and Japanese

transnationalism. Durham: Duke University Press. pp. 121-157.

Olson, S. (1999). Hollywood planet: global media and the competitive advantage

of narrative transparency. Mahwah, N.J.: Erlbaum. pp. 1-29.

◎ Wildman, S. (1994). One way flows and the economics of audiencemaking. In J.

Ettema & C. Whitney (Eds.), Audiencemaking: How the media create the

audience. Thousand Oaks, CA: Sage. pp. 115-141.

第十六週 (5/30)：期末論文口頭報告&討論（I）

第十七週 (6/6)：端午節放假一日

第十八週 (6/13)：期末論文口頭報告&討論（II）