摘要
数字媒体带来了变幻的游戏规则,但也有很多不变的内在驱动。受众提供时间和注意力;他们与媒体互动,甚至成为媒体;在互动的过程中,受众和媒体共同受制于特定的社会结构,并在相互博弈的过程中推动和见证社会变迁。本文从经济层面、技术层面、文化层面探讨了以数字化为核心的新媒体在社会变迁中产生的影响。数字媒体突破了时空局限,却改变不了隐蔽的心理因素。本文从认知、情绪、社会控制的角度论述了媒介效果产生的内在驱动力。随着传播学领域不断向"意义范式"聚拢,我们认为数字语境中的媒介效果将更加受到选择性接触、受众偏见、参与程度等变量的影响,且变迁中的社会与媒介之间的相互影响将是未来该领域的研究重点。
Digital media usher in a new set of rules,but a number of internal drivers also remain.In the new media environment,users supply time and attention.They interact with media content and provide media content.Such activities are contextualized and constrained by existing social conditions,but they are also motivating and witnessing social changes.This paper itinerates social changes due to digital media from the perspectives of economy,technology,and culture.Digital media change our conception of time and space,but people’s psychological processing of media remains.We argue that media effects are still driven by people’s cognition,emotion and sense of social control.As communication is moving toward a new paradigm,we believe that media effects in the digital context will be more influenced by selective exposure,user bias,and involvement.The focal point of interest will shift toward the interaction between social change and media.
作者
沈玢
周树华
Shen Bin;Zhou Shuhua
出处
《中国新闻传播研究》
2020年第1期142-153,共12页
China Journalism and Communication Journal
关键词
数字媒体
社会变迁
经济因素
技术因素
认知
情绪
媒介效果
digital media
social change
economy factors
technological factors
cognition
emotion
media effects
作者简介
沈玢,复旦大学新闻学院讲师、复旦大学国家文化创新研究中心研究员;周树华,美国密苏里大学新闻学院Leonard H.Goldenson讲席教授、国际中华传播学会会长
