从“被时代”到“我时代”:新媒体语境下受众身份的重构与异化

From“By Times”to“I Era”:The Reconstruction and Alienation of Audients Identity in the Context of New Media

新媒体重构了传统的各种传播关系与要素的新秩序,一直在传播学历史上沉默无声的"受众",也在新媒体语境下集体哗变。受众身份开始由被认识和被尊重的"他者赋予"的"被时代",集群突围到"我时代"。"我时代"的受众以迥异于传统的诀别姿态,演绎了一场脱胎换骨的身份革命,成为信息的个性选择者、无缝复原者、能动生产者和议程设置的分权者。不过,受众主体性在自由喷张的狂欢中,也同时走向"民粹主义"、"娱乐至死"和"网络水军"的"非我"异化。可见,"受众不只是技术的产物,也是社会生活的产物",受众最终实现主体性身份的自由蜕变还需各种社会因素的涵化影响。

The New media has reconstructed the disseminative relation and rule. The audiences who always remain silence in the history of communication mutiny in the context of new media. The audiences＇ identity turn from ＂the belittled＂, ＂be familiar＂ and ＂be respected＂ of the ＂by times＂ to the ＂I era＂. The audiences in the ＂I era＂ have launched a revolution of identity. They become free choosers, seamless recuperators, active producers and agenda setting divisionalizers of information. However, while the audiences＇ entity is reveled in freedom, it also develops into ＂Populism＂, ＂entertaining to death＂ and ＂nonseif alienation＂ of ＂online water army＂. To sum up, the audiences are not only the outcome of technology, but also the outcome of social life. The disintegration of audiences＇ free identity needs the acculturation influences of each social factor.