方法对比

	Audience Reception Analysis	Focus Groups in Media Research
领域	Communication	Communication
方法族	Process / pipeline	Process / pipeline
起源年份	1980	1996
提出者	Stuart Hall (encoding/decoding); David Morley (empirical reception)	Focus-group tradition (Merton; systematized by Morgan)
类型	Qualitative study of how audiences interpret and make meaning from media	Moderated group discussion to elicit audience meanings and responses
开创性文献	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	Morgan, D. L. (1996). Focus groups. Annual Review of Sociology, 22, 129–152.
别名	Reception study, Encoding/decoding analysis, Reception analysis of audiences, İzleyici Alımlama Analizi	Media focus groups, Audience focus group method, Group interview for media research, Medya Araştırmalarında Odak Grupları
相关	4	4
摘要	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.	A focus group is a moderated discussion among a small group of participants, used in media research to explore how audiences interpret, talk about, and respond to media content. Its distinctive value lies in the group interaction itself: participants build on, challenge, and refine one another's views, surfacing shared meanings and contested interpretations that individual interviews or surveys would not reveal.