"My Television, My Family":The Research About Television Experience In The Process Of Female’s Individualization

It is considered TV serials themed on mother-in-law and daughter-in-law, and their booming as the initiation and motivation of conducting this research, while process of individualization involving with various media experiences (mainly resulted from watching TV programs) is deeply embedded as the core of this interdisciplinary audience, feminism study and sociology research.The main content is analyzed mainly from two dimensions:(1) Relationship among process of individualization, daily media practices (habit of watching TV program), and their preferences. In this part, the research question is analyzed via three respective levels in detail:the way research objects watch the themed dramas, their media practices of watching TV serials, and real routine context where the activity of "watching TV" takes place.(2) Comprehension divergences based on the drama content resulted from differentiations in individualization, as well as possible influence lead by various experiences gained from watching activities are explored under the background of themed serials. In this part, stances, ethical rules, attitudes towards to "happy ending" and thoughts about stories and their relations to personal life experiences possessed by research objects are interpreted and analyzed particularly.According to the first-hand materials, the author concludes:Under the social environment of individualization happens in China, theoretical mode of "Encoding-Decoding" proposed by Stuart Hall and family TV research conducted by David Morley used in audience research shall be amended and updated.(1) In the process of female individualization, family context of watching TV serials has been altered as phenomena of individual watching in-and-out family starts standing out, which endows routine watching practice itself with dual (family/individual) meanings.(2) Even if gender still acts as the vital elements relating media practice, "female" cannot equal to "male" in whole or as an alternative demographic category. Divergence and differentiation among females shall be paid more attention.(3) It is process of individualization itself happens to female and its intensive interaction with real life that decide their attitudes and experiences in comprehension instead of traditional structural demographic variables like stance, gender, income and education background.To sum up, in the lights of "individualization", a grandiose audience theory apparently cannot fit to explain dynamic "liquid" individuals, while a empirical research advanced with times might assist to enrich and deepen understanding and theoretical construction of relations between social,media and audience.