The Audience Analysis Of Mobile TV Based On David Morley's Audience Theory

Since 2003, Mobile TV became more and more attractive because of its portability, straightforward and interactivity. The scope of Mobile TV audiences is growing huge, but there is little research to the audiences of Mobile TV in the scholastic circles.Therefore, this text focuses on this new group of Mobile TV audiences, takes the typical research of Morley's Ethnography audience theory as the main academic guide, it shows the analyses and the thoughts in the ways of Sociology, Communication and Semeiology from the aspects of identification space, communication circuit and content demand. Based on the achievements above, the text shows us the audience communication policies of Mobile TV industry under the condition of the new media technical development in the future. In the course of analysis, we get there conclusions:Firstly, the birth of Mobile TV adds many new elements to the audience's identification space. Face on the digital image space and the media technology consumption which Mobile TV brought to us, many audiences are glad to pay for that. However, the Mobile TV experience which is over the Fordism makes the audience's original cultural status reconstructed or assimilated by the Otherness unconsciously.Secondly, the influence of the reception of TV linguistic environment to the Mobile TV audience becomes weak gradually. From the produce, coding and spread of Mobile TV text to the receiving, choice, decoding, appreciation, understanding, memorizing and learning of the audience, and also from the interaction and feedback of the audience to the recoding and spread of the Mobile TV, the fact that everyone has his own Mobile TV and we can choose what we like at any time and any place shows the consciousness of independence. The audience's own words characteristic becomes the leading factor of influencing the interpretation of the information. From some kind of degree, the Mobile TV audiences come to the return of main part of watching.Thirdly, the content demand of the Mobile TV audience trends personalization and multiplication. Although the Mobile TV audiences prefer the interactive, interesting, usable content as well as personalized, specialized channel, as a result of different sexes, ages, occupations, education and regions, the audience's specific demands of the Mobile TV content shows obvious differences.As to these points, the author believes that as to the further opening of the Mobile TV audience market, it will make a great contribution that the businessmen divide the audiences into different groups and pay more attention to the content.