关键词: 戴维·, 莫利, 英国文化研究, 媒介理论, 人种志受众研究, 后现代语境

Abstract: David Morley is one of the representatives of the British Cultural Studies. He inherited the academic tradition of the Birmingham School, insisted on interdisciplinary theoretical path, stressed that the media should be studies In the social and physical context and the communication and culture should be examined from a multidisciplinary perspective of sociology, anthropology and semiotics. In the context of postmodern caused by globalized media, Morley tried to to study the dynamic process of globalization and localization of media consumption in the contemporary culture by ethnography, Exploring issues about crosscultural communication and national identity. Morley' s media theory is great inspiration to open up new perspectives and ideas important for China' s media and cultural studies, not only help us to understand our current age of media and social context better, but also provide interpretive framework and methodology to understand a serious of media phenomenon and solve problems occurred in media development in the process of China' s modernization. So Morley’s theory is of great significance for both China' s media theory studies and media practice.

Key words: David Morley, British Cultural Studies, Media Theory, Ethnography of Audience Research, in Context of Postmodern