Thesis On David Morley’s Audience Rearch

As one of the most important trend of the school of communication criticism,Cultural Studies has obtained a significant position with the constantly vigorousdevelopment in contemporary academic circle, which is based on the theory ofLeavisism and cultural criticism of Frankfurt School. The Birmingham School is thebirthplace of Cultural Studies, which is also the cradle of David Morley and otherrepresentative scholars of Cultural Studies. During this period of the BirminghamSchool, David Morley is deeply under the influence of Hall’s theory of Encoding/Decoding and Birmingham School’s critical theories about mass media and culturalproducts. Research perspective of Cultural Studies is swift to the audience analysisfrom the text analysis by Morley. And his most outstanding achievements of audienceresearch lie in here: the attention on family viewing context and the application ofEthnography method. And then, Morley has a fresh look at the audience from themultiple perspectives and reconstructs the concept of the audience, which has anprofound effect on the audience research in the international academic.In recent years, David Morley’s audience research gains the internationalwidely attention and has much positive evaluation. With the development of China’saudience research and the reinforce of international academic communicationgradually, although Chinese scholars pay relatively more attention to Morley’audience research, it is still rare to give a systematic analysis to his audience researchand make a deeply significance discussion on the guidance of academic and industrialpractice.This paper is divided into four parts. Firstly, Introduction part shows thepurpose of the selected topic source purpose, research objective and the method of thestudy and framework. And the thesis analyzes and sums up Morley’s comprehensivestudy of both the domestic and foreign relevant research. The second part focuses onMorley’s academic experience and discusses on the origin of his audience research theory. The third part is main on the contents and achievements of Morley’s audienceresearch, and discusses mainly on the "nationwide" news audience and the audienceof family viewing context. Finally the enlightenment in both academic and industrialpractice will be discussed.The summary of the theory is to solve practical problems better. This paperseeks to make a comprehensive and systematic classification of David Morley’saudience research achievements. And in the light of the current situation of thedevelopment of domestic audience research, the paper tries to explore the guidance ofacademic and industrial practice and give us the meaningful enlightenment withMorley’s audience research.