| Inspired by China's rapid economical growth, the hosting of the 2008 Olympics and an increase in American business being sent to China, this study qualitatively explores how the U.S. audience is receiving these messages from the media and how they are constructing their views of China. A review of audience reception studies, beginning with the hypodermic needle theory to Stuart Hall's encoding/decoding model, through the lens of the containment and engagement theory has lead to the exploration of two research questions. The questions concern the initial view of China by American audiences as well as the role the U.S. news media play in constructing those views. The results of this study show a close relation between U.S. news headlines and Americans' vocabulary when describing China.;Key Terms: Audience reception studies, encoding/decoding model, containment theory, engagement theory, semiotics, structuralism, qualitative, American audience, interviews. |
