เปรียบเทียบวิธี

	Experience Sampling in Media Research	Audience Reception Analysis
สาขาวิชา	Communication	Communication
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1987	1980
ผู้ริเริ่ม	Mihaly Csikszentmihalyi & Reed Larson	Stuart Hall (encoding/decoding); David Morley (empirical reception)
ประเภท	Momentary self-report of media use and experience in real time	Qualitative study of how audiences interpret and make meaning from media
แหล่งต้นตำรับ	Csikszentmihalyi, M., & Larson, R. (1987). Validity and reliability of the experience-sampling method. The Journal of Nervous and Mental Disease, 175(9), 526–536.	Hall, S. (1980). Encoding/decoding. In S. Hall, D. Hobson, A. Lowe, & P. Willis (Eds.), Culture, Media, Language: Working Papers in Cultural Studies, 1972–79 (pp. 128–138). London: Hutchinson. ISBN: 9780415079068
ชื่อเรียกอื่น	ESM for media use, Ecological momentary assessment of media, Media experience sampling, Medya Araştırmalarında Deneyim Örnekleme	Reception study, Encoding/decoding analysis, Reception analysis of audiences, İzleyici Alımlama Analizi
ที่เกี่ยวข้อง	4	4
สรุป	The experience-sampling method (ESM), also called ecological momentary assessment, prompts participants at sampled moments throughout daily life to report what they are doing, using, and feeling right now. Applied to media research, it captures media use and its momentary correlates — mood, context, motivation — in real time and in situ, minimizing recall bias and revealing how media and experience interrelate moment to moment.	Audience reception analysis studies how real audiences interpret and make meaning from media texts, rejecting the idea that meaning is simply transmitted from message to receiver. Built on Stuart Hall's encoding/decoding model and David Morley's empirical work, it treats interpretation as an active, socially situated process and examines whether audiences accept, negotiate, or resist the meanings a text seems to prefer.