数字时代的媒介互动与传统媒体的象征意义

Media Interaction and the Symbolic Significance of Traditional Media in Digital Age

传统媒体是一个相对的概念,只有与新媒体尤其是自媒体相对比,才具有意义;换言之,传统媒体因为新媒体的崛起而被赋予某些其原本不具备的象征意义。同样地,新媒体也是在与传统媒体的对比中凸显其独特的文化价值。在数字化时代,新媒体与传统媒体既竞争排斥又相互依存。同为大众传播媒体的新媒体与传统媒体身处相同的社会、政治、经济、文化环境,无疑面临某些共同的困惑和相似的选择;同时,作为相对比而存在的两极,新媒体和传统媒体又面临着各有差异的受众,代表着不尽一致的利益诉求,因而必然承载着不同的社会心理期待,在一些问题上又必须作出不同的选择。作为社会公共传播机器,新旧大众传播媒体除了相互印证而获得其存在的价值之外,随着"人人皆媒体"时代的到来,还与日益兴盛的自媒体传播构成竞争。这使数字时代的传播格局变得更为复杂微妙。如此,传统媒体便又多了一重象征意义。

As a relative concept, traditional media possess its meaning only when compared to new media. In other words, traditional media is endowed with certain symbolic significance which they did not have in the first place. Likewise, only in the comparison with traditional media are the unique cul- tural values of new media highlighted. New media and traditional media are mutually exclusive in competition and interdependent as well in the digital age. As roles in social division of labor and parts of the social machinery, new media and traditional media are both attributed to mass media, living in the same social, political, economic and cultural environment, and facing some common confusion and similar choices undoubtedly. Furthermore, as two poles only existing in contrast, new media and tra- ditional media are confronted with various audiences, representing different interest demands and thus carrying diverse social and psychological expectations inevitably. On some issues, they must make dif- ferent choices consequently. Besides confirming each other to obtain values of existence, old and new media, as tools of public dissemination, are also in competition with the increasingly powerful ＂we media＂. It makes the situation of dissemination in the digital age more complex and subtle. In this way, traditional media are attached an extra symbolic significance.