JOURNAL OF MASS COMMUNICATION STUDIES
Online ISSN : 2432-0838
Print ISSN : 1341-1306
ISSN-L : 1341-1306
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Volume 64
Displaying 1-29 of 29 articles from this issue
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Special Emphasis : Potentiality of Message Analysis
Articles
  • Viewers’ Practical Understanding of Commercial Films as Advertisement
    Ron KORENAGA
    2004 Volume 64 Pages 104-120
    Published: January 31, 2004
    Released on J-STAGE: October 06, 2017
    DOIhttps://doi.org/10.24460/mscom.64.0_104
    JOURNAL FREE ACCESS
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    The aim of this research is to examine the practical understanding of commercial films. 　　Conversation analysis was conducted on viewers watching films in foreign languages so that they would mainly retain visual information. 　　The main findings are as follows: 　　First, the viewers identified the actors in advertisements by using categorization (Sacks[1972]). 　　Second, they mediate the actors according to the plot by “footing” (Goffman[1980]). 　　Thus the viewers find the plot appealing, according to neutrality and universality of advertisng discourse.
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  • The Social Function of Ethnic Media in Globalization
    Yuiko FUJITA
    2004 Volume 64 Pages 121-134
    Published: January 31, 2004
    Released on J-STAGE: October 06, 2017
    DOIhttps://doi.org/10.24460/mscom.64.0_121
    JOURNAL FREE ACCESS
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    　This study attempts to explore the social function of Japanese newspapers in New York City. The data were collected through semi-structured interviews mainly with twenty readers who planned to sojourn in the city. The results show that the newspapers allowed them to live in their own culture, to confirm their homeland is still the same, and to compare the homeland to host society. In conclusion, the main social function is to enable the readers to imagine ‘national’ identity.
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  • Frequency-based Channel Repertoire and Information Orientation in the Multi-channel Environment
    Yoshiharu FURUKAWA
    2004 Volume 64 Pages 135-149
    Published: January 31, 2004
    Released on J-STAGE: October 06, 2017
    DOIhttps://doi.org/10.24460/mscom.64.0_135
    JOURNAL FREE ACCESS
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    　This article tried to assess the influence of viewer’s information orientation on channel repertoire, and to show if there is any difference among the four repertoire scales. These four scales were constructed on the basis of the frequency people see each channel(at least weekly/ almost daily/ 1-5 days per week/ less than weekly but at least occasionally). From the multi-channel Cable-TV survey in HINO city, the analysis showed that viewer’s information orientation had somewhat different effects on the four repertoire scales.
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  • Reconstruction of critical communication theory in Cultural Studies
    Shuzo YAMAKOSHI
    2004 Volume 64 Pages 150-163
    Published: January 31, 2004
    Released on J-STAGE: October 06, 2017
    DOIhttps://doi.org/10.24460/mscom.64.0_150
    JOURNAL FREE ACCESS
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    　This article reconsiders critical communication theory with reference to the theoretical turn of Stuart Hall’s communication model. The focus is on three aspects: social and political change in post-war UK; neo-Marxist concept of “discourse” and “ideology”; Hall's political project as New Left. During the late 70’s to early 80’s, Hall had changed his communication theory dramatically in order to stand against the political project of Thatcherism. I examine that Hall’s perspective had changed from “encoding/decoding” model, which leads to “semiotic democracy,” to “struggle over meaning,” which can be connected with new theoretical trends.
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  • To entertainment the education which is converted
    Masako YAMADA
    2004 Volume 64 Pages 164-177
    Published: January 31, 2004
    Released on J-STAGE: October 06, 2017
    DOIhttps://doi.org/10.24460/mscom.64.0_164
    JOURNAL FREE ACCESS
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    The interest concerning “edutainment” has been increasing. The purpose of this paper is to analyze the circumstances and the factor of the appearance of the teaching materials using the manga of “Doraemon” as an example of edutainment for school children by comparing it to the original manga. There's conflict between manga and education, essentially. Therefore, various adjustments were required in order to appropriate manga to education as edutainment. There are two points. First, manga was evaluated as a positive form of information media; secondly, the original element of entertainment of the manga has been lost due to the educational aim.
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Workshop Reports
Research Group Records(April 2003 to October 2003)
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