What People Do To The Media

John Fiske is an important representative of Television Studies during 1980s. He puts forward the view of "producerly" television text, two kinds of economy theory, the view of "happy viewer" , and so on. He guides the optimistic doctrine of Television Studies, and has a great influence on Television Studies.Also, John Fiske is a controversial scholar, and his view of "happy viewer" arouses much controversy. Now, in local academia, there are some misunderstanding and confusion about Fiske's Thoughts.For this, we firstly conducted extensive research into the Television Culture Thoughts of Fiske. It consists of two parts: how to understand television, and how to understand audiences. This is the first part of this text, including Chapter 1 and Chapter 2.Chapter 1 analyzes how to understand television through semiology (or semiotic). We divide his theory into four parts: the view of television semiology, the view of television narrative, the view of television text, and the view of television function. The four parts understand television from different aspects, constituting the Television Thoughts of Fiske. Previous studies pay little attention to the view of Television narrative, and this is where our innovation lies.Chapter 2 analyzes how Fiske understands television audiences. It mainly includes two parts: the view of "happy viewer" , and two kinds of economy theory, which are familiar to the academia and cause the most controversies. We firstly conduct a systematic study on Fiske's view of television audiences, and then differentiate and analyze three critical opinions. We give an answer to the question of how to understand and evaluate Fiske's Thoughts of "happy viewer" .Chapter 3 is the second part of the text, which deals with how to understand and evaluate Fiske's Television Culture Thoughts. We study it against the background of 1970s-1980s, combing the inheritance and development of Fiske's Television Culture Thoughts. We mainly discuss the influence of "turn to Gramsci" and the Reading theory on his Television Culture Thoughts.In the conclusion, we make a suggestion about how to understand and evaluate Fiske's Television Culture Thoughts. We point out that it is an integral system, and we should understand it integrally. At the same time, we should understand and evaluate it from the angle of academic inheritance and development considering the concrete academia background.The main contents of the text is how to understand and evaluate Fiske's Television Culture Thoughts. The thesis aims to clarify the issue and reduce misconceptions, and improve the Television Studies and Communication Studies in China.