On The Theory Of John Fiske, Television Culture

John Fiske is a rather popular culture researcher and he is also one of the scholars who earlier introduced culture study theories into TV culture research. His popular culture theory has widespread influence in the USA as well as in Europe and China. With a new upsurge in culture research ,more and more attention is paid to Fiske's theory in China, however ,little special research has been done on his TV culture theory.This thesis sums up the core significance and the main content of Fiske's TV culture theory such as the text conception and the audience conception in the setting of the popular culture study, analyses the origin of the theory diachronically and meanwhile values his theory scientifically.Finally, it points out the enlightenmental significance of Fiske's theory on China's academe as well as the practical significance by analyzing the actuality of China TV culture according to the theory, hoping to explore its enlightenmental significance on the development of China TV culture industry.In the introduction of the thesis the author writes about John Fiske himself and his nowadays research. His works are rather plentiful such as the Reading TV and the TV culture. John Fiske used to work in the diachronically Culture Research Center of the British Birmingham University which has important influence on his latter culture research career and theory structure. He adopts the advantages of all quarters, and makes researches predominantly on the daily consume culture and medium culture utilising the semeiology,coding and decoding theory . And through that he unscrambles the popular culture optimistically from the perspective of the semeiology. In the academe ,John Fiske is always a controvercial one , and the opinions of scholars on him both home and abroad varies. The research of Chinese academe on him is also developing with the deepening of the culture research.Chapter One discusses the main content of John Fiske's TV culture theory. Section one is about the concept of TV and TV culture. The author compares John Fiske's concept of TV culture with that of Chinese scholars analystically. Section Two is about John Fiske's TV text conception. The author mainly explains that from the three gradations, five forms and three groups of characteristics of the TV text's.Chapter Two discusses John Fiske's audience conception. Section One is about the meaning of audience.The author illustrates John Fiske's concept of the television audience by distinguishing the audience, audiences, watchers and readers. Section Two discusses John Fiske's two kinds of TV economic theories which are put forward on the basis of commodity exchange and use values theory from Marxist political economy. Section three discusses the distinguishing ability of the audience from the relationship, productive forces and the flexible consumption patterns.Chapter Three discusses the core significance of John Fiske's TV culture. The author points out that according to John Fiske, the pleasant sensation prompts the popular culture ,and daily life is made up of various popular culture practices. The weak masses boycott the main power by utilysing the resources offered by the social system which deprives them of their rights. All these tactical and strategical rejections give birth to pleasant sensation and then promote the creation of rejection.Chapter Four mainly states the origin of Fiske's theory on TV culture theory.Chapter Five discusses the theoretical meaning and practical significance of John Fiske's TV culture theory in combination of the present TV culture in china, hoping that it can bring positive significance to China's development of TV culture industry.