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美国传播学者约翰.菲斯克认为,电视文本具有开放性,是充满了多义性的生产式文本。这种文本在符号中留出大量裂隙,电视受众与之进行对话,从而产生各自不同的意义。菲斯克在德塞图抵制理论以及霍尔编码与解码理论的基础上,提出电视受众具有积极主动性,电视的受众是生产式受众。菲斯克的电视观是在后现代语境下对电视传媒的独特认知,他融合了巴赫金的对话理论、福柯的权力话语、后结构主义等多种后现代哲学思潮,对当前中国的电视理论与实践的创新具有重要借鉴意义。
According to John Fisk, the American communication scholar, television texts are open and full of ambiguous and productive texts. Such texts leave a great deal of rift in the symbols, and the television audiences engage in dialogue with them, giving rise to different meanings. Based on Desetu’s boycott theory and Hall’s coding and decoding theory, Fisker proposed that television audiences have the initiative and television audiences are production-oriented audiences. Fiske’s television view is a unique recognition of the television media in the postmodern context. He integrates various post-modern philosophical trends such as Bakhtin’s dialog theory, Foucault’s power discourse and post-structuralism, Television theory and practice of innovation has important reference.