【作者】 王昊；

【导师】 张国良；

【作者基本信息】 复旦大学 ， 传播学， 2005， 博士

【摘要】 霍尔在其“编码与解码”的经典理论中提出了传者意识形态传播的具体模式。编码阶段是电视话语“意义”生产的阶段,其中占主导地位的是电视新闻制作者的意识形态。他强调电视节目中包含了制作者预设的“优势意义”。电视新闻的制作过程,就是信息被纳入制作者意识形态框架的过程。在解码阶段,观众拥有相当的自由,某一信息可以由不同的读者以不同的方式解码。他归纳出三种解码方式,并指出受众对传播内容的解码,与他们在社会中的阶层地位相对应——三个社会阶层的受众分别对应三种解码方式。 本研究是依据霍尔的这一经典理论而开展的一个质化研究。研究者希望考察这一源自西方的理论在中国本土会呈现出怎样的特征,上海观众在收看电视新闻时与其中的意识形态会发生怎样的关系。研究分为两个部分: 第一部分,研究电视新闻话语的编码:选择在上海地区收视率最高的新闻节目《新闻报道》为研究对象,对该节目进行话语分析,勾画出其主导性阅读的“优势意义”是什么?“优势意义”又是如何被节目制作者嵌入电视新闻的声音、图像中的。 第二部分,研究观众收看电视的形态,也就是霍尔所说的解码阶段。研究者按照社会阶层划分的标准,走进挑选出的12户不同阶层的家庭,用民族志、焦点访谈和话语分析的方法研究他们收看《新闻报道》的具体形态。 研究者通过两个层次来把握观众对电视新闻的解码:一是观众对新闻报道本身的理解,二是观众对“嵌入”新闻报道中的意识形态的解读。在研究中,作者发现了观众对新闻报道内容理解的三种方式和对新闻报道中意识形态解读的三种倾向,在这三种方式和三种倾向之间作者得出一些推论,为进一步的电视观众研究提供了可选的路径。 这项研究通过“深描”式的个案描述,呈现了许多电视新闻传播过程中新鲜、真实的资料。通过详细地研究不同阶层家庭如何解码电视新闻,作者发现,观众对电视新闻意义的解码,远比霍尔的模式复杂。观众的阅读取向与其阶层类别并无对应的关系。观众的解读能力远远超出了我们通常的想象。更多还原

【Abstract】 Stuart Hall proposed a model for interpreting the communicator’s ideology in his theory of Encoding/Decoding. The encoding phase produces the meaning of TV program, in which the ideology of producers is dominant. He emphasized the preferred meaning of producers in TV programs. The phase of TV program production is the phase of information’s being put into the producers’ frame of ideology. In the phase of decoding, audience has the power. The same information can be decoded in different ways. He held that there were three ways of decoding corresponding to the social status of the audience.This research is a qualitative research according to Hall’s classical theory. We hope to find how this western theory spread in China and how ideology works when audience in Shanghai watch TV. The research is divided into two parts.In the first part, we study the encoding in the TV program "News Reports". We choose the program with high audience ratings. We analyze the program’s context, and point out what the "preferred meaning" is and how the "preferred meaning" is put into the voice and picture of the TV news.In the second part, we discuss the decoding process. We visited 12 families with different demographic features, studying, through ethnographic methods, focus group interview and discourse analysis, their behavior of watching News Reports.We do our research in two aspects. One is audience’s understanding of news itself, the other is their understanding of the ideology in the news. During the research, we find three ways of understanding the news itself and three inclinations in understanding ideology. From these, we develop a new way to TV audience research.The study gives fresh materials by "in-depth description". We find that audience’s decoding of the TV news meaning is far more complex than Hall’s model. The audience’s reading inclination has nothing to do with their social class. And their ability to understand is far beyond our imagination.更多还原