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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/62759


    Title: 從生活風格觀點探討公益彩券消費者的彩券消費與新聞解讀
    Other Titles: Lotto consumption and lotto news reception- A view of lifestyle
    Authors: 陳慕君
    Chen, Mu Chun
    Contributors: 國立政治大學
    新聞研究所
    Keywords: 彩券;樂透;生活風格;接收分析;文化研究;閱聽人;解讀
    Date: 2004
    Issue Date: 2013-12-19 14:31:24 (UTC+8)
    Abstract: 本研究嘗試由「生活風格」觀點探討彩券消費者對公益彩券新聞的解讀。在理論部分，一方面希望能夠深入瞭解閱聽人個別的解讀情形，而不擬將閱聽人的解讀結果簡單分類；另一方面，也將探討閱聽人的生活風格與多重主體性，與閱聽人的彩券消費與新聞解讀情形之關係，以替代傳統接收分析的做法。研究結果發現，彩券消費者對彩券新聞的解讀情形多元豐富，除了意義解讀尚包括各種「踰越」意義場域，自行進行的想像、遊移、情緒感受、愉悅等。研究並發現，彩券消費者的生活風格與多重主體性確實與其彩券消費與新聞解讀結果有關。但生活風格與閱聽人解讀的相關程度，又與台灣社會的現代性與所解讀的議題相關。
    Relation: 中華傳播學會年會研討會
    Data Type: conference
    Appears in Collections:[Department of Journalism] Proceedings

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