重新思考信息时代:网络社会中的传播

Rethinking the Information Age:Communication in the Network Society

本文系国际知名学者曼纽尔·卡斯特(Manuel Castells)在IAMCR北京2022年会所发表的主旨演讲的编译。卡斯特重点关注了网络社会中传播的变革及其产生的影响,结合实例从技术变革、组织和制度变革两个层面深入阐述,认为技术变革推动大众传播向大众自传播转变,研究者需要适应新的技术现实并采用全局性的视角来展开研究。在理解信息时代的媒体组织和媒体集团时,应当从网络视角来分析他们的商业化、分众化等趋势。

This Chinese version of the keynote speech delivered by Manuel Castells at IAMCR Beijing 2022 Conference focuses on the transformation of communication in the network society and associated impact.Specifically,Castells offers two levels of elaboration:the technological as well as the organizational and institutional.As technological revolutions lead to shift from mass communication to mass-self communication,scholars need to adapt to new technological reality and understand the mass media,the social network,and the Internet as“branches of the same tree.”Castells contends that the network point of view is necessary to analyze commercialization of media,increasing segmentation of the audience,and message tailoring.