閱聽人抗拒主流意識形態的批判能力﹐一直是閱聽人研究領域的重要議題。但是﹐現存閱聽人研究典範卻無法提出適切的討論框架﹐接收分析典範因時代變遷而使其概念模式難以適用﹐新典範如觀展／表演典範卻不關心閱聽人的抗拒問題。因此﹐本研究以閱聽人的思辨能力指稱閱聽人藉由與媒介影像互動、進而返回自我主體思考的能動性﹐試圖建構適合當代複雜媒介景象之閱聽人思辨能力的理論框架。 為了強調思考過程重於思考結果﹐本研究引入政治哲學家鄂蘭的哲學體系﹐視閱聽人的思辨能力為流動變化的過程﹐並以其提出之想像操作機制、普遍可溝通性、想像式巡訪與無家感思考狀態作為研究觀察的參考框架。於實際經驗資料蒐集分析方面﹐本研究持續觀察四年（1998年至2002年）閱聽人於《村上春樹的網路森林》發表循環文本共1,815篇﹐並從鄂蘭的哲學體系出發﹐試圖描繪閱聽人思辨進行的歷程。 研究首先發現﹐閱聽人研究應當將「閱聽人」的概念回歸到「人」的本質基礎﹐承認閱聽人並非單一、純粹、高同質性的群體﹐並重視其多元、混雜、糾結、交錯的身分認同。再者﹐閱聽人進行思辨時﹐其抗拒解構的對象不只是媒介文本蘊藏的意識形態﹐尚且包括長期自我人生經驗形成的默識與價值體系﹐因此﹐閱聽人思辨能力的呈現是綿延不斷的自我摧毀過程﹐是無所依傍與無家感心靈狀態的保持﹐唯有藉由闡述自我思考結果、與他人辯駁溝通的過程等持續的自我鍛鍊﹐才得以培育養成。

A reception analysis on Skellefteå Krafts external communication on CSR and sustainable development and in what ways students decode the message. As an effect of today's climate changes and global issues, one of the most important subjects for companies to communicate to consumers and stakeholders is corporate social responsibility (CSR). The purpose of this paper is to investigate in what ways the concept of responsibility in relation to corporate social responsibility and sustainable development infuse meaning in the external communication by the company Skellefteå Kraft. The paper also examines the way three respondent groups of students relate to this message. The theoretical frame stretches from different views on CSR- communication to green brand strategy and sustainable development. The critic on CSR-communication includes the concept of greenwashing. The study also relies on theories within semiotic analysis, reception analysis and Stuart Halls encoding decoding model. Using the method visual semiotic analysis made it possible to reveal what Stuart Hall calls the preferred reading of the company's external communication. To be able to analyze the way students relate to the message qualitative interviews was used. Tools within reception analyze was applied on the material from the interviews. Both the visual semiotic analysis and the analyze of the interviews showed that the external communication did not include the economic side of CSR as much as the social- and environmental aspect. This was to be expected since the campaigns are focused on customers and other stakeholders. The main result was that the respondents in large made a hegemonic read of both the advertising films and the campaign site. They lay focus primarily on the caption and less on the image itself. The respondents could mainly distinguish the communication of social responsibility. This may be because both campaigns focus primarily on the human being and different life styles. When it comes to environmental responsibility the analysis show that Skellefteå Kraft uses ecological arguments in their external communication about energy and electrician, but they do not demonstrate the extraction which does in fact have some negative effects on nature. If Skellefteå Kraft had been more willing to demonstrate the extraction process they probably would have been described as honest and their ecological arguments would have been more comprehensible. This would also be proof that the company has little to hide when it comes to environmental responsibility. The advertising film as well as the campaign site communicates joyfulness and naturally produced electricity.

臺灣目前共有七家宗教頻道，而慈濟所屬的大愛電視，自1998年成立後，透過衛星播出，遍及全球，現已成為全球華人世界第二大電視臺（僅次於大陸中央電視臺）。不過到底是宗教臺？或是公益頻道？證嚴法師言明大愛電視不是以宗教立場為出發點的電視媒體經營。因為在她的解讀中，每個人都須要有宗教的依靠；「宗」是生活的宗旨，「教」是生活的教育。慈濟號稱有五百萬以上的會員，志業範圍遍及全世界近50個國家，其組織與義工型態發展，點點滴滴都在累積社會信任的資本。 大愛電視有四套關於證嚴法師的節目，本研究以即時性最強，且兼具紀實教育功能的《人間菩提》節目收視作為研究對象；運用接收分析理論，採取質化方法研究，先抽選《人間菩提》兩集主題進行分析；接著以深度訪談方式，訪問八位觀眾。這些觀眾對慈濟事務，有高涉入和低涉入的差異；觀看節目也有高收視和低收視之不同，藉以瞭解不同背景的觀眾如何透過《人間菩提》這樣的節目，去建構日常生活中對社會真實的解讀與詮釋；並瞭解當觀看《人間菩提》節目，出現感動反應後，如何產生收視之後續行動。 本研究發現，《人間菩提》節目對觀眾而言，確實具有其宗教價值與行善助人雙重元素，但不會讓觀眾認為它是傳統印象中的宗教節目，反倒能連結至受眾個人的情感與生活體驗，帶動出一股慈善力量的動能。 / In Taiwan, there are seven local religious channels, DaAi TV is owned by the Tzuchi Foundation. DaAi TV was established in 1998. Through satellite broadcasting, it has already become the second largest television station among the global Chinese population. (next to the Central Committee Television in the mainland China). The Tzu Chi Foundation is a volunteer-based, nonprofit, spiritual and welfare organization that was founded in 1966 by Dharma Master Cheng Yen. For over 40 years, the Foundation has been contributing to improved social and community services, medical care, education, and humanism in Taiwan. Tzu Chi is an international organization with over 5 million supporters. Today, Master Cheng Yen's influence on the world is revealed through inspiring stories. There are four different programs about Master Cheng Yen on DaAi TV. The change Cheng Yen attempts to initiate in society begins with the individual. Among the four programs, the content of “Life Wisdom" is the most direct. Master Cheng Yen provides “living wisdom" daily for 12 minutes. The wisdom is a record of actual events and it is updated daily. This research adopts reception analysis, thorough interviews to understand how the audience watches this type of religious program. Further, it studies the manner in which the audience interprets the content and applies it in their daily lives, in order to construct a perspective of the real world. The present research also examines the reactions of the audience upon watching the program and the manner in which the act of watching Life Wisdom influences the larger community to work toward the betterment of society.

企業全球化趨勢的日亦普遍，致使全球化的行銷成為必須。廣告為行銷不可或缺的一環，因此，廣告的全球化勢在必行。近年來，全球化企業在台灣使用「全球化廣告」的情況愈來愈頻繁，無論其所使用的全球化廣告類型為何，閱聽人對這些全球化廣告的看法才是最重要的。 因此，本研究以不同類型的全球化廣告為研究主體，依據外國學者對不同類型全球化廣告的六種定義，使用其中的「完全標準化」、「半標準化」、「因地制宜的執行元素」，以及「概念在地化，執行全球化」等四種全球化廣告類型，從「接收分析」的角度出發，探討閱聽人面對不同類型全球化廣告文本時，他們如何解讀這些廣告文本。在探討解讀型態的同時，並設法了解閱聽人的「開放性人格特質」、閱聽人的「媒介依賴程度」、閱聽人對全球化企業所知覺到的「品牌形象」，以及不同類型的全球化廣告文本等概念，是如何影響閱聽人的解讀型態。 本研究透過「符號學」的分析方法，針對不同類型的全球化廣告做文本分析，同時運用「實地問卷調查法」的研究設計，對受訪者蒐集資料。除藉以了解閱聽人與不同類型全球化廣告文本間的互動關係外，並嘗試驗證變項間的因果關係。 研究結果發現，閱聽人對不同類型全球化廣告的認知程度愈深，愈容易對全球化廣告採取優勢型的解讀型態；閱聽人對電視的依賴程度愈高，愈容易對全球化廣告採取優勢型的解讀型態；閱聽人所知覺到的品牌形象愈趨近於正向，愈容易對全球化廣告採取優勢型的解讀型態；閱聽人的開放性人格特質程度愈高，愈容易對全球化廣告採取優勢型的解讀型態。 / With more and more global corporation widespread in the world﹐global marketing becomes necessary. Advertising is an essential part of marketing﹐therefore﹐the globalization of advertising have to be imperative. In recent years﹐the situation of global corporation in Taiwan uses global advertising becoming universal﹐no matter what type of global advertising they used﹐the most important thing is the viewpoint of audience. Therefore﹐the material of this study are different types of global advertising. In accordance with six different definitions of global advertising from foreign researchers and I selected four types from them﹐they are“Fully Standardized.”､“Semi–Standardized.”､“Varying Standard Executional Elements.”﹐and “Act Global﹐Think Local.”The study started with the approach of“Reception Analysis.”To investigate how the audience interpret different types of global advertising. Meanwhile﹐try to recognize how the audience’s personality trait of openness﹐degree of media dependency﹐cognition of brand image of global corporation﹐and the different types of global advertising itself influences the audience’s interpretation pattern. The present study uses“Semiology”to analyze the content of different types of global advertising﹐simultaneously﹐using the research design of“on–the–spot questionnaire”to collect the respondents’ data﹐in order to understand the relationship between the different types of global advertising and the audience﹐and try to examine the variable causality. The results of the study are﹕when the audience have deeper cognition of different types of global advertising﹐their interpretation pattern of global advertising tend to be more dominant. When the audience’s degree of media dependency is higher﹐they well take the dominant interpretation pattern of global advertising easier﹒When the audience’s cognition of brand image is more positive﹐their interpretation pattern of global advertising incline to be more dominant﹒When the audience’s degree of personality trait of openness is higher﹐they well adopt the dominant interpretation pattern of global advertising easier.

Hösten 2017 uppstod kampanjen #metoo och kvällstidningen Expressen rapporterade om programledaren Martin Timell som anklagades för att ha sexuellt trakasserat en kvinnlig assistent under en sommarfest. Med Expressens rapportering som utgångspunkt fokuserar studien på hur män och kvinnor tolkar och identifierar sig med rapporteringen kring händelsen. Det empiriska materialet består av tre fokusgrupper med sammanlagt åtta kvinnor och åtta män som fick ta del av två artiklar som föranalyserats retoriskt genom metaforer. Fokusgruppernas svar transkriberades och citat valdes ut för att sedan tolkas utifrån teorier om receptionsanalys, genus och kändisskap. Resultatet visade att männen höll sig mer distanserade till rapporteringen och identifierade sig inte med ämnet i samma utsträckning som kvinnorna. Både männen och kvinnorna såg feminism som en kvinnokamp och sexuella trakasserier som något som rör kvinnor i större utsträckning än män. Resultatet visar att de manliga och kvinnliga deltagarna hade ett accepterande förhållningssätt till rapporteringen. Männen och kvinnorna identifierade sig också olika ämnet i rapporteringen eftersom de har olika erfarenheter av sexuella trakasserier. / In the fall of 2017, the campaign #metoo erupted and the evening newspaper Expressen reported on the accusations made at the television host, Martin Timell, of having sexually harassed a female assistant at a summer party. The study focuses on how men and women interpret and identify with the reporting of the accusations. The empirical material consisted of three focus groups with a total of eight women and eight men who received two articles which was analyzed rhetorical in advance using metaphors. The focus groups' replies were transcribed and quotes were selected and then interpreted based on a reception analysis theory, genus theory and celebrity theory. The result showed that the men kept themselves distant and did not identify themselves with the topic. The women on the other hand could relate more easily to the reporting. Both men and women saw feminism as something that women have to fight for and sexual harassment as something that concerns women to a greater extent than men. The result shows that the male and female participants had an accepting interpretation regarding the articles. They identified themselves differently with the topic of the articles because male and females have different experiences when it comes to sexual harassment.