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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/53655


    Title: 全球媒體與在地閱聽人---由陰陽世界觀分析媒體全球化現象
    Other Titles: Global Media and Local Audiences---The Ying Yang Approach to Studying Media Globalization
    Authors: 汪琪
    Contributors: 國立政治大學新聞學系
    行政院國家科學委員會
    Keywords: 全球媒體;在地閱聽人
    Date: 2009
    Issue Date: 2012-10-17 11:39:55 (UTC+8)
    Abstract: 美國媒體在全球市場的退潮、以及文化語文市場上新「中心」的形成，使得擾攘多時的「全球化帶來文化單元化、或多元化」論辯走到了十字路口。當科技發展與政策自由化剷除了市場障礙，何以具有競爭優勢的美國產品無法佔據更大的市場？當所有文化產製者被賦予自由發展的空間，何以有些國家成為新的「中心」、而更多國家成為新的「邊陲」？前者不是批判理論所預言的，而後者也不是文化研究所觀察到的。現在我們經歷的究竟是文化的「多元化」，還是局部的、但在每一個文化語言市場上更真實的「單元化」？上述變化對於批判學派與文化研究的論述的意涵究竟是什麼？本研究試圖由目前文獻中兩個盲點：文化產業與閱聽人研究的割列、以及二元對立思考模式所帶來的限制，重新檢驗現有典範在解釋媒體全球化跨國發展的缺失，並由陰陽的世界觀尋找新分析架構的可能性、以回應下列問題：1）我們應該如何構想(conceptualyze)媒體與閱聽眾、全球與地方、以及文化與資本主義經濟以更確切解釋目前的發展？2）新的構想方式是否能夠幫助我們在全球文化市場上看到變動的規律？本計畫將是申請人目前進行中計畫「全球化趨勢下媒介行為比較研究」的下一步：理論化，它同時也代表由傳統思維發展社會科學論述的一次嘗試。
    The ongoing debate on cultural homogenization and heterogenization has come to a crossroad as communication researchers found themselves faced with the purported decline of the American media on the global market, and the emergence of new centers in different lingual/cultural media markets. When technical and policy barriers are removed, why has the competitiveness of American products failed to achieve greater market domination--in contrast to what critical theories had warned against? When all are allowed to flourish, why some countries had risen to become new cultural centers while others remained media importers--in contrast to what cultural studies research had proclaimed? Are we witnessing greater cultural heterogenization, or perhaps limited but genuine homogenization has already begun within each cultural lingual market? What are the implications of these changes to the theoretical arguments put forth by critical and cultural studies researchers? This study proposes to go beyond two major constraints in the study of media globalization: the segmentation of research on cultural industries and that on audiences, and a dualistic mode of thinking in conceptualizing key concepts such as media and audiences, global and local, and culture and capitalist economy. Attempts will be made to explore the possibility of developing an alternative analytical paradigm based on the Taoist Ying and Yang world view. It is hoped that the effort will help provide answers to the following questions: 1) How can we conceptualize globalization and localization, media and audience, and cultural and economic powers to more properly explain the current development? 2) Is there an underlying pattern of change in the global cultural market that may be delineated based on the answer to the above question? This study will be a step further to the applicant’s existing project on the comparative study of media audiences in the globalization era, it also represents an effort to develop an analytic framework on the basis of traditional Chinese world view.
    Relation: 基礎研究
    學術補助
    研究期間:9808~ 9907
    研究經費:758仟元
    Data Type: report
    Appears in Collections:[新聞學系] 國科會研究計畫

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