| Rapid social change brought about the age of uncertainty, people are always full of anxiety about the future,So many people seek stability by the fortune-telling. In recent years, fortune telling and astrology website is very popular in the Mainland, Taiwan and Hong Kong. Even on campus, many students also like the network fortune telling, astrology and other fortune-telling activity test.Accordingly, this study is to understand why the audience of fortune-telling site have the fortune telling behavior; in the process of the network fortune, how the audience interpret the message; in the process of fortune-telling, what influence audience's social and cultural context produces.In order to understand the idea of audience in mind,this study suggests that taking "the text-interpretation" of human qualitative approach to understand the Signification of fortune-telling website text for the audience, and understand the audience how to annotate the network text in the custom of a long fortune-telling practices life experience.Receive research (reception studies) takes audience as the subject who have the capable of interpret meaning from the text. Meanwhile,receive research approach stress the meaning of the text comes from text and audience interaction results. Therefore, this study will use receive research as the stand point of analysis to explore the numerology information experience of the audience, and the meaning in the media affect.Results found:the audience of the network fortune telling use fortune-telling website, because its entertainment, obtaining topics which can be used to chat with others and the interest of numerology. The audience can gain sympathetic response with the website; bring fantasy and imagination of escapism in the process of reading the text; have fun peep celebrity but also understand themselves and others by the fortune-telling sites. However, their own life experience, gender differences, religious belief and specific socio-cultural context will affect their interpretation in the process of using fortune-telling website. |
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