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这是美国加州圣约瑟大学传播学副教授鲁尔先生1976年的博士论文。由于此文首次在传播学研究中运用了文化人类学定性研究的方法,因而获得“美国语言传播学会专题论文基金奖”。这篇文章的副标题为译者所加。在此文的前言中,鲁尔说:卷入电视的观众们创造了独特的实践行为,有特殊需要的观众们还产生出复杂的行为、为了发现和记录这些媒介实践行为,这篇论文应用文化人类学的方法,根据系统的现场观察研究所得,加上参考一些有关的、可用的、令人满意的文献、专著,提出了一种电视社会功用的分类理论。这个分类理论因着眼于媒介的传播价值,从而又发现,大众传播是一种有价值的社会资源。这些发现无疑为那些研究观众行为的社会构成派的观点提供了论据。鲁尔先生是这样看他所运用的这种新方法的,他说,“在人们一般的感觉中,文化人类学的方法论只被看作是探索社会结构和社会进程的方法之一,只是实施社会研究的一种途径。但我认为,作为分析的主旨,这个词该是有特殊涵义的,它能指引研究者们按他们的题目去观察,去解释,尤其是分析那些经常被忽略的日常行为。就文化人类学的方法论来说,与其认为它是一种研究策略,倒不如说它更接近于人们所创造而构成的社会现实”。
This is a 1976 doctoral dissertation by Mr Ruhr, associate professor of communication at San Jose University in California. Because this article is the first to apply the method of qualitative research of cultural anthropology in the study of communication science, it won the “Thesis of the Monograph of the American Language Communication Society”. The subtitle of this article is added by the translator. In the preface to this article, Ruhr said: The viewers involved in TV create unique practices, and audiences with special needs also produce complex behaviors. In order to discover and record these media practices, Cultural anthropology methods, based on the systematic observation of the field observations, plus a reference to some relevant, available, satisfactory literature, monographs, put forward a classification theory of television social functions. This classification theory has also found that mass communication is a valuable social resource because it focuses on the media’s value of communication. These findings undoubtedly provide arguments for the views of social formations that study the behavior of spectators. This is how Mr. Ruhr looks at this new approach he uses. "In a general sense, the methodology of cultural anthropology is only seen as one way to explore social structures and social processes, A method of research, but I think that the term should have its own specific meaning as the keystone of analysis, which guides researchers through their subject matter to observe and interpret, and in particular, those routine behaviors that are often overlooked As far as the methodology of cultural anthropology is concerned, it is closer to the social reality that people create than to think of it as a research strategy.