社会决定论视野中的新媒体与受众主体身份

The New Media and The Identity of Audiences An Analysis of the Theory of Social determinants

从社会决定论考察新媒体,新媒介技术的介入将使人类的社会生活出现极大变化。新媒体实现了前所未有的互动性,其本质特征是技术上的数字化、传播上的互动性。正是这种互动性所赋予的瓦解力量,人们终于能以自身主体身份参与互动,受众的主体身份逐渐明确起来。新媒介的互动特性不仅构建受众的自我主体性身份,更使受众的自我主体身份构建转向他者主体性。

According to technological determinism, the involvement of new media will enable the social life of human beings present a great change. New media achieves an unprecedented level of interactivity whose essential character is digital technology and interactive dissemination. It is with the help of the power provided by interaction, that people are finally able to participate in interactive actions with subjectivity status, and the self subjectivity of the audience is gradually apparent. The interactive features of the new media not only build the audiences＇ self identity but also make it turn to the otherness.