マス・コミュニケーション・プロセスにおける「受け手の主体性」の所在

抄録

The purpose of this paper is to propose and emphasis on the subjectivity of audience to mass media. First, the author assumes two functional models of relationships between"Bewustseins-Industrie"(consciousness industry) and"audience"in mass communication process. Using the functional analysis, we could come up with two basic concepts. One is"transmission and persuasion, "the other is"ritual and aesthetics."The former is based on"effects and influences research, "the latter on "uses and gratifications research"and"reception theory."From these analyses, we could define these models as follows: (1) Transmissive and persuasive communication. In the traditional studies, the subjectivity of"Bewustseins-Industrie"had been emphasized in the sender-oriented model. It seems that the subjectivity of the audience is a consequence of one's"zweckrationales Handeln"(rational purpose act). (2) Ritual and aesthetic communication. Nowadays, in the receiver-oriented studies, it seems that the subjectivity of the audience is a consequence of one's"Wertrationales Handeln"(rational value). Secondly, the author uses the analogy of the reception theory of mass media with literature to support the subjectivity of the audience. As a result of this analogy, the following findings can be supposed: (1) In"reader-oriented criticism, "it seems that the audience is the subjective reader. (2) We can describe that the non-subjective audience is an"ideal receiver, "and the subjective audience is a"relative receiver."Hense, the author characterizes a new aspect of"the contemporary mass audience"as"reader."