The Analysis Of David Morley’s Television Audience Theory

As a senior professor of the University of London Goldsmiths College, David Morley is animportant representative of the Birmingham School, and his book "identity space" and"Television, Audiences and Cultural Studies" opened the beginning of the field ofcommunication active audience,it is a major breakthrough of the "culture industry" theory ofFrankfurt School. The positive audience and the new paradigm of the ethnographic audienceresearch which put forward by David Morley, have great influences on British culture andeven the world culture. The focus of the author of this thesis is the a analysis of the televisionaudience theory of Morley, in order to have a clear context for the development of his theoryto be found, and a general understanding of his theoretical contributions.The TV audience theory of David Morley is divided into three parts for analysis by theauthor: the first part is the initial of David Morley television audience theory, which takes the"national news" as an example, points out Morley’s verification and correction of the theoryof Hall’s encoding/decoding; the second part is the development and extension of the theoryof David Morley’s TV audience, which takes the Family TV "as an example, put out the newcontributions in the field of communication-the new paradigm of ethnographic audienceresearch, as well as the audience theory in the extension of global context; the third part is thecharacteristics and influence of David Morley’s television audience,first by comparing thecharacteristics of the theory of Morley, and then proposes the limitations of the of Morley’saudience theory, and analyzes Morley’s television audience theory ’s influence on china atlast.