本文以受众研究发展的内在规律为起点,从民族志方法的理论取向入手,探讨我国和西方民族志方法受众研究的不同。论文认为民族志方法受众研究的兴盛是受众研究由被动受众转向主动受众的产物。民族志方法具有自然主义、阐释主义和批判传统等三种不同理论取向。以此分析我国和西方的民族志受众研究发现,我国现有的相关研究主要停留在描述和初步阐释层面,而西方学者则一贯使用“批判的民族志方法”进行受众研究。 Starting from the inner law of the audience research and development and from the theoretical orientation of ethnography, this article explores the differences between the ethnographic method audiences in our country and western countries. The thesis argues that the prosperity of ethnographic method audience research is the product of audience’s research from passive audience to active audience. Ethnography has three different theoretical orientations of naturalism, interpretativeism and critical tradition. Based on this analysis, the author finds out that there are many related studies in our country and western countries. However, the western scholars have always used the “method of ethnographic criticism” to conduct audience research.