中文傳播研究之理論化與本土化：以受眾及媒介效果的整合理論為例

Abstract

中文傳播研究歷來存有「理論化」和「本土化」兩種取向。雖然兩者均是研究中文或華人的傳播過程及其效果，前者旨在尋找「放之四海而皆準」的人類傳播共同規律，而後者則注重中文傳播的獨特現象和規律。近年來，隨著中文傳播研究在數量上的長足進步，不少學者開始質疑、反思起中文傳播研究的質量及其在國際學術界的地位與貢獻。討論的焦點之一，正是在於中文傳播研究應該追求理論化還是本土化。本文以作者在研究中國大陸受眾及傳媒效果中發展的「整合理論」為案例，探討如何在中文傳播研究中同時追求理論化與本土化的必要性、困難、策略及方法。

Chinese communication research has been divided between two orientations: theorization versus indigenization. While both examine the processes and effects of Chinese communication, the former orientation aims to explore universally applicable laws of human communication whereas the latter emphasizes phenomena and laws that are unique to Chinese communication. Although the field it has made impressive progresses in terms of quantity of research output, scholars have recently begun to question the quality of Chinese communication research and its role in and contribution to the intemational scholarly community. One focal point of the debate lies at the very question of whether it should pursue theorization or indigenization as the primary goal. Using an integrated theory, which the author has developed for research on audience and media effects in mainland China, as a case study, the paper discusses the necessity, difficulties, strategies, and methods for incorporating theorization and indigenization in Chinese communication research.