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| October 2011 |
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18 |
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| 特邀論文Invited Papers |
| 全球化下的在地電視觀眾 |
| Local Audiences in the Age of Global Communication |
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(3497)
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| 作者 |
汪琪 |
| Author |
Georgette WANG |
| 關鍵詞 |
全球化、跨國電視、閱聽眾研究、文化接近性、文化帝國主義 |
| Keywords |
media globalization, transnational television, audience studies, cultural proximity, cultural imperialism |
| 摘要 |
本研究的目的在瞭解全球三大語文市場中的三個城市：台北、安曼（約旦）以及聖地牙哥（智利）的觀眾收看本土、同一語文市場、與全球發行電視節目的情況，以及其與個人背景等變項間的關連。
問卷調查與焦點訪談結果發現，三地受訪者不但展現截然不同的收視習慣，他們是否收看全球節目與各變項間的關連性也不一致。這顯示任何單一因素—無論是文化折扣理論與文化接近性強調的文化相似度、或文化帝國主義強調的媒體霸權，都無法充分掌握觀眾的在地特質。
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| Abstract |
The literature on media and globalization has in the past been dominated by two groups of studies: those that focus on the hegemony of transnational media, and those that emphasize the determining influence of cultural discount and cultural proximity in audience preferences. The former emphasize the growing dominance of Hollywood products; in these studies, audiences are seen as scattered, local and passive. The latter, on the other hand, focus on the origin of a program as the key determinant of audience preference. When media products no longer flow “from the West to the rest,” it is time for us to ask: indeed, to what extent do we know about the audience in this age of media globalization?
The purpose of this study is to find out how the choice of global vs. local or regional television programs relates to the audiences’ background and to globalization factors in three cities located in three major cultural-lingual television markets of the world: Taipei, San Diego and Amman.
Results of the surveys and focus group discussions show distinctly different patterns of cross-cultural television viewing. While a large majority of the Taipei and San Diego respondents cited local programs as the ones they watch most frequently, those in Amman were split between regional and global programs. The degree of difference between respondent groups of various genders, ages and educational and globalization levels in their preference patterns shows that no single factor can fully account for the variance obtained.
It is also interesting to note that viewing preferences did not have a significant impact on the way people compare themselves to those from the program- producing countries; distance has persisted even in the age of global communication.
While past studies have tended to lock in an “either-or” model for examining media globalization issues, findings from this study indicate that the key to grasping the full picture of transnational television viewing is not to determine which one of the two, media or audiences, dominates the other, but to reconceptualize the way each relates to the other. The degree of cultural similarity, as suggested by the cultural discount and cultural proximity theory, and of media hegemony, as suggested by the cultural imperialism theory, may be inadequate for grasping the entire picture of transnational television viewing. But they do provide some explanations to the reason why audiences cannot choose to watch programs that are not offered and why program producers cannot do as they please. Audiences are active, yet “active within structures”; media are powerful, but their power is not unconditional. The two clash with and complement each other, and conceptualize, transform and stimulate in a dynamic, fluid and multi-dimensional relationship—a relationship that cannot be properly portrayed and analyzed in a dualistic model.
本文引用格式
汪琪（2011）。〈全球化下的在地電視觀眾〉。《傳播與社會學刊》，第18 期，頁17–44。
Citation of this article:
Wang G. (2011). Local Audiences in the Age of Global Communication. Communication & Society, 18, 17–44.
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| No.67 2024 January |
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| No.66 2023 October |
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| No.65 2023 July |
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| No.64 2023 April |
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| No.63 2023 January |
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