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Review On John Fiske's Media Culture Theory

Posted on:2010-02-09Degree:MasterType:Thesis
Country:ChinaCandidate:Y DingFull Text:PDF
GTID:2178360275479234Subject:Journalism
Abstract/Summary:PDF Full Text Request
This paper makes a detailed exposition of John Fiske's mass cultural theory,a famous theoretician of mass culture and one of the representative figures of the school of Cultural Studies since 1980's.In today's society,with the development of the media and network,cable and satellite TV have entered thousands of families,which results in geometric increase of the optimal path,the initiative that audience have is also increasing. The TV program receiving has changed from the "what have to see" passively to "what choose to see" gradually.And the huge mount of information deepens the audience's interpretation of the program.Obviously,in this case,what content and information the audience receive has not been decided by the text creator.Therefore,in this sense,Fiske's media research theory which emphasizes the audience's enthusiasm and initiative conforms to reality.This paper is focused on inspecting Fiske's TV culture theory.And in his theory, through analyzing the two kind of television's economical flows,he regarded the politely and multiplication as two inevitable requests to the TV text.He thought whether a television program could success or not often did lie in its text to satisfy different audiences' demand,or whether it could provide different explanation space for the audience.The populace may,in "the adaptation" or "imposes one's views on others", discovery daily life culture.Therefore,in a consumption society,the populace may have two duties;they are not only the consumers but also the producers.In the cultural economy,the audience was no longer "the commodity" or "the commercialization the audiences" sold to advertising agents passively,but was a kind of positive and initiative significance as well as a producer makes pleasant sensation.In the early 80s,this achievement in the disciplinary field spread in a broad dissemination.But,while emphasizing the significance of populace's cultural resistance,Fiske had neglected the unequal fact about the political economy that still commonly existed in the late period of the Western capitalist society structure.Therefore in a sense,Fiske's theory built one kind of Utopia that far away from the real life.
Keywords/Search Tags:Mass culture, production type text, two kind of elconomic theory, commercial audience English
PDF Full Text Request
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