传播力与媒介使用者的关系变迁——新媒体语境下对传播学经典问题的再思考

Relationship Development of Communication Power and Media Users: Reflections on Classical Question of Communication Study in New Media Context

传播力和媒介使用者的关系,在中性技术的作用下从大众传播语境到新媒体语境发生了一系列的变迁,这些变迁对如何解读新媒体的发展和传统大众媒介的变革提供了新的观察视角;在传播力和媒介使用者关系变迁的过程中,大众媒介的数字化和关系化、信息网络的社交化和媒介化、多场域复合扩张与连续在场,共同呈现出已成为技术现实的无处不在的媒介和持续不断的信息流,而传播力和媒介使用者的关系变迁将让这种技术现实继续转化为社会现实,并带来信息价值和媒介伦理等值得反思的潜在问题。

With the impact from neutral information communication technology, the relationship of communica- tion power and media users has been changing from mass communication context to new media context. Communi- cation power and media users are key elements of the effect research and the audience research in communication phenomena; based on the discussion on such relationship development, new perspective may be piloted on how to understand and forecast ongoing transformation of the new media and the mass media. During the process of context transformation, key points are focused on three key motivations of the relationship development of communication power and media users ： the digitalizing and relation - oriented trend of mass media, the socializing and mediumliza- tion of information networks, multi - expanding fields and continuous presence of media users. Meanwhile, these motivations are representing new trend and reality of media anywhere and information of flows in technology level. With the relationship development of communication power and media users, such technology reality will become social reality and influence on new communication subjective and information consuming behaviors.