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媒介的效果理论在经历了万能媒介论、有限效果论这两个极端之后,从上个世纪70年代起至今,又出现了一种新型的媒介观。学界称之为协商性媒介效果观。这个效果观的基本观点是媒介把事件的意义传递给受众,受众经过协商来接受或不接受这些媒介建构的意义。这个理论与英国著名文化学家霍尔的“编码—解码”模式也有异曲同工之处。文章尝试以这两个理论来分析汶川地震灾难的传播中受众对于媒介传播的协商性解读。并试图归纳出某些媒介减少对抗性解读的一方法。
After experiencing the two extremes of universal media theory and limited effectiveness theory, the theory of effectiveness of media has emerged from the 70s of the last century to the present, and a new type of media outlook has emerged. The academia calls it the concept of consultative media. The basic idea of this view of effect is that the media convey the meaning of the event to the audience, and the audience, through consultation, accepts or does not accept the meaning of these media constructions. This theory also has similarities with the “encoding-decoding” mode of Hall, the famous British cultural scientist. The article tries to analyze the audiences’ consultative interpretation of media transmission by using these two theories in the dissemination of Wenchuan earthquake disaster. And try to summarize some media to reduce the antagonistic interpretation of a method.