论新世纪初大众媒介中的传播习俗现象

The communication customs of the mass media at the beginning of the 21st century

传播习俗是在一定的社会历史条件下形成的具有习惯性、风尚性特征的传播现象。在整个社会传播活动中,传播习俗具有基因性的意义。为了探讨中华传播习俗对新世纪大众传播的影响,采用学科的、定性的研究方法,认为对于大众传播活动而言,合理地利用传播习俗,是使得传播活动获得更好传播效果的一个重要手段。正因为如此,新世纪之初的大众传播表现出这样一个引人注目的现象——自觉或不自觉地利用中华传播习俗以强化传播效果,并且已经获得了一定的实绩,当然在此过程中也还存在着一些需要注意的问题。

Communication customs, formed under certain socio-historical conditions, are phenomena with habitual and popular characteristics. They, like genes, are of great significance to the whole social communication. The qualitative research methods to analyze the influence of communication folk custom to the mass communication of Chinese mainland at the beginning of the 21 st Century was used. As for the mass communication activities, reasonable using of communication customs is an important way to achieve better effect. For this reason, a remarkable phenomenon can be found in Chinese mainland mass communication field-using Chinese communication custom consciously or subconsciously to enhance communication effect, in which we have obtained some achievements. Yet, there are also problems needing to be emphasized in this process.