Year "BLCU International Cultural Forum" on November 7, 2010, 8 successfully held in Beijing.

 This forum to determine the theme of "theory and cultural studies audience new context" (Audience Theory and the New Context of Cultural Studies). Forum moderator, professor of Beijing Language University, chaired the morning yellow excellent opening ceremony, Academy of Social Sciences researcher at the Institute of literature, "difference" and the Chinese Academy of Social literary editor of Jin Huimin Gao Jian, deputy director of the Institute presided over several other equally breakout.

An active audience theory as the core audience of 70 produced in the 20th century era of British cultural studies is one of the important results, but also post-modern international academic community an important sign of conversion, and work in theory on the Frankfurt School, "Culture Industry of "an important breakthrough. Audience theory is produced, although in many areas such as cultural studies, communication studies, literary theory, sociology, etc. have a broad impact, but many years later, due to cultural research context (in theory and practice) had very major changes, audience theory are constantly updated and adjusted, especially in recent years, along with the strengthening of the trend of globalization, the Internet technology, the impact of cultural diversity, the prevalence of popular culture, from the audience is a problem a focus of academic attention. It is light, you need to review the history of audience research and the existing achievements, the audience of the new theory to do and explore.

According to the usual forum, this forum invites the founder of the British audience theory, the former Center for Cultural Studies University of Birmingham, a core member of David Morley (David Morley, Goldsmiths College, London University, UK) served as the keynote address. There are three of the second speaker, they are: the University of Warwick Professor of Film and Television Studies Princeton Buren Charlotte (Charlotte Brunsdon, the Department of Film & TV Studies, Warwick University, UK), she is also Center for Cultural Studies in Birmingham that year and the main female member of the team in 1978, feminist cultural studies published by the Centre's first well-known collection "female perspective" (Women Take Issue), which received the first article is the cloth Lun Sidun written; Northumbria University Media Studies Department of John Armitage Darch (John Armitage, Director of Media Department, Northumbria University, UK), Veronica Rio he is a famous expert on research involved in cultural politics, urban aesthetics and media technology; Australia New South Wales (New South Wales) University Department of Journalism and Media Fitzgerald Professor Gao Jin (Gerard Goggin, Director of the Center of Journalism & Media Studies, University of New South Wales, Australia), he is an internationally renowned cultural transmission of mobile communications and research scholar, has published many books in that regard.

David Professor Mo Li topic is "media theory, cultural consumption and technological innovation", the text is divided into: Introduction: Western Theory and Chinese media; cultural studies geography: the chaotic zone; active audience, cultural consumption and media rights; global media rights and international audiences; correction coding / decoding mode and the "new" technology and other parts. Molly Media Research first proposed the "go west" of the problem. He believes that the Western media research of the theory formation framework of the developed democratic society background, special experience from the Anglo-Saxon countries, it is not universal, is should not be a simple "export". In fact, the concept of modernity itself has a strong regional. In this context, Morley said he is committed to "grounded theory" (grounded theory) the development of local theory concerns the production, excluding any "master key" type of theoretical model: "In the context of globalization, 'social' does not then equivalent to 'nation-state' or confined to specific geographic territories. Raymond Williams said, 'culture is the usual', he means that 'national / ethnic culture', but now a growing number The people, the culture is beyond the usual boundaries. "This raises a dilemma: Today, the British cultural studies has been widely disseminated through the publication to the world, and its related theories and principles, the" non-Christian, non- Empire, non-European and American culture, "the national adaptation How? If not meet, how should the changes be made or "cultural translation"? Back to the audience the theoretical level, active audience theory that Molly is not a "populist nonsense", Fiske (Fiske) is not "evil sorcerer," total rejection of his writings and through the medium of ethnographic methods of consumer research, will the right to return to emphasis on macro-political fundamentalism. Morley believes that the power of social change in the cultural field from the "former" micro-example of attitude change, in which the media consumption in the creative or subversive moment will play a key role. Globalization and transnational issues to the audience, the Morley et al proposed that the 赫伯特席勒 theoretical model of cultural imperialism is a simple-minded "subcutaneous injection", although many countries in the world people are busy "re-interpretation of" major or North America's television show, but the problem is not "just 'does not object to''a one-way' from Hollywood to the world 'marginal' areas of cultural flows, but how to understand a variety of local television market complex Dynamic. "because" the 'active audience' mode is not starting the power to make us forget the media issue, but to be able to more complex and full of ways to conceptualize them. "