Fuzziness In Daily TV (Nationwide, By David Morley
From 1975 to 1979, David Morley took part in the study of contemporary media culture research, regarded the popularity TV show "nationwide" which discuss current affairs news as the research object and obtained a series of important results. In 1978, he cooperated with Sharlotte Brunsdon and published the book《Daily TV: nationwide》. He used semiotics analysis methods to study the program text form design and text organization characteristics of “nationwide”. "Nationwide" is a famous program of BBC company which has high ratings. The TV shows have a rich content and full of common color which is about appears to be the usual daily life length of the "home" or "human affairs". But the message of political values is quite strong. The survey was
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But there are two defects which cannot be ignored: fuzziness and initiative. Fuzziness is one of the main characteristics of interactive communication in people’s daily life, so the spread of the people's daily behavior is fuzziness. This kind of circumstance is also affect the evaluation ability of the researchers corresponding. They find it difficult to evaluate what happened and why did it happen, but the empirical science asked them to clear the interpretation of the scientific and objective. In addition, each family has its own taboos and private secrets. Some social behavior will never appear in front of strangers. Even if the researchers go into their life operated ethnography paradigm of detailed research is still impossible to obtain complete comprehensive understanding. Morley has also admitted that the researchers must handle its own subjectivity. Otherwise, you will be frightened by it. Because researchers are unable to overcome the subjectivity and will bring their own subjective factors into the study unconsciously. Moreover, when Morley used ethnographic research methods to select of samples and obtain audience of survey data is questionable. Ethnographic study was conducted to a social group of sampling survey method. It selected audience sample is representative or not will directly affect the scientific credibility of research conclusion. So, ethnographic research groups choose samples must be representative. On the other hand, through the data investigation institute is audience research and analysis of evidence, but these data as evidence is only depend on the power of its own or merely provides the richer study
But there are two defects which cannot be ignored: fuzziness and initiative. Fuzziness is one of the main characteristics of interactive communication in people’s daily life, so the spread of the people's daily behavior is fuzziness. This kind of circumstance is also affect the evaluation ability of the researchers corresponding. They find it difficult to evaluate what happened and why did it happen, but the empirical science asked them to clear the interpretation of the scientific and objective. In addition, each family has its own taboos and private secrets. Some social behavior will never appear in front of strangers. Even if the researchers go into their life operated ethnography paradigm of detailed research is still impossible to obtain complete comprehensive understanding. Morley has also admitted that the researchers must handle its own subjectivity. Otherwise, you will be frightened by it. Because researchers are unable to overcome the subjectivity and will bring their own subjective factors into the study unconsciously. Moreover, when Morley used ethnographic research methods to select of samples and obtain audience of survey data is questionable. Ethnographic study was conducted to a social group of sampling survey method. It selected audience sample is representative or not will directly affect the scientific credibility of research conclusion. So, ethnographic research groups choose samples must be representative. On the other hand, through the data investigation institute is audience research and analysis of evidence, but these data as evidence is only depend on the power of its own or merely provides the richer study