作　　者： ;

机构地区： 南京大学新闻传播学院

出　　处： 《西北大学学报（哲学社会科学版）》 2010年第4期133-137,共5页

摘　　要： 对于中国传播学而言,受众研究的领域无疑是成果卓越的。不过,今天的受众研究似乎没有延续其辉煌,就整体而言,欠缺新的理论突破。在受众研究的起点,本着推行新闻改革的目的,早期受众研究者选择了传播研究的科学主义取向。不久,随着的显现决策价值和市场价值,实证研究成为受众研究的主流。中国的受众研究一方面由于过度关注研究的决策价值和市场价值而失去了理论创新的能力;另一方面则因为迷信形式主义的实证研究而陷入了理论停滞的困顿。当代受众研究如果要在理论上取得突破,不但要提防研究中的行政主义取向和商业主义取向,摒弃工具理性的目标,而且要破除对科学主义的迷信和崇拜,进一步加强理解与阐释的人文主义传统。 Audience research has gotten outstanding achievement in the communication research filed in China. However, today＇ s audience research does not seem to continue such achievement, but lack in breakthroughs of new theory on the whole. At the beginning of audience research in China, with the purpose of press reform, the early researchers chose an orientation of scientism. Not long afterwards, as the present of decision - making value and market value, practical research became the mainstream. Audience research in China has on one hand lost ability of theoretical creativity out of over stress on the decision - making and market value of research, on the other hand lost in straits of theoretical ceasing out of blind worship on formalism practical research. Audience research will gain breakthrough providing that it not only avoid administration - ism and merchandise - ism, abandon purpose of in- strumental reason, but also get rid of blind worship on scientism, and further strengthen the understanding and interpretation of humanism tradition.

关 键 词： 受众研究 科学主义 实证主义

领　　域： [文化科学]