感知的秩序:媒介经济学的理论方法

The Order of the Senses: A Media Theoretical Approach

这是一项反映人类行为的基本经济学设想以及将这一设想和对人类产生影响的媒介科学理论进行对比的研究。这一方法涉及到媒介的技术层面、制度层面和感知层面。可运用传统新古典主义理论和新制度经济学,通过对人类行为的不同设想,分析以上三个层面。把经济学理论与媒介理论相结合,而不是把现存的经济学理论单纯地应用到媒介上,将形成一种从媒介经济学角度论证媒介理论的新途径。

This essay summarizes a study that reflects the fundamental economic assumptions of human behaviors and contrasts them with media scientific theories on the influence that media have on human actors. Three different aspects of media are addressed within this approach： technical aspects of media, institutional aspects of media, and cognitive aspects of media. All these are analyzed through the different assumptions of human behaviors utilized by the traditional neoclassical theory and by the new institutional economics. By combining economic theory with media theory, the author develops a media theoretical approach on media economic reasoning instead of the pure application of existing economic theories on media.