信用卡廣告解讀研究：不同社會位置的閱聽人差異

Abstract

本研究欲探討社會位置對閱聽人廣告解讀與日常消費實踐的影響，研究中以接收分析研究的發展脈絡，討論各個世代接收分析在結構面的限制，跳脫以往藉由社經地位定義閱聽人社會階層的做法，透過質化研究的深度訪談法與廣告文本分，重新以Bourdieu的理論觀點看接收分析研究中閱聽人的社會位置，並加入「特定論述位置概念」探討閱聽人行動與結構之間的關係，釐清影響閱聽人解讀的社會位置因素。

研究發現閱聽人所處的社會位置是影響其廣告解讀的關鍵。閱聽人對廣告的理解程度會間接影響其對文本的喜好程度與認同程度，資本層面中的文化資本因素是決定閱聽人理解能力的主要因素，文化資本也暗示了閱聽眾對文本的批判思考能力；習癖層面中的價值觀因素會強烈左右閱聽人對文本的認同程度，廣告的「真實性」是影響閱聽人對文本認同另一個主要的原因，牽涉到閱聽人對廣告真實性的判準和其個人經驗、性別與生命情境有關；最後，興趣、性別、生活情境、年齡與生命階段因素則決定了閱聽眾的對廣告喜好程度與願意投入多少情感資源。

This research intends to discuss how social position effects on advertisements of interpretation and consumption practice of the audience, and structural limitation of different generations of reception studies by its development. Beyond difining the status of the audience by socio-economic positions in the past, this research adopts Bourdieu’s theory to discuss audience’s social positions in reception studies . Besides, it tries discusses what social position factors influence the audience, and understands the relationship of actor and structure through in-depth interviews and textual analysis.

The findings indicate that the social position of the audience plays an import role in the interpretation of advertisements. Preference and identity of texts are influenced by the degree of advertisement comprehension. In the aspect of capital, culture capital is the critical thinking capability of audiences. In the aspect of habitus, the factor of value strongly influence the identity of text and reality of advertisement. Those factors which contain habit, experience, sex, age and life phases decide the degree of preference and emotional resource of the audience.