“魔弹”还是“深水炸弹”?——基于一个侗族山寨的传媒效果研究及反思

Magic Bomb or Depth Charge?——Media Effect Study and Reflection Based on a Dong Minority Village

关于传媒效果的研究,一直有不同的观点。本文以一个湘西侗寨的传媒实践为个案,分析了大众传媒在少数民族社会文化变迁中的作用,发现大众传媒并非像拉斯维尔所说的"魔弹"那样直接而强大,而是像"深水炸弹"一样受到各种"社会引信"的调控。它以其华丽的外表隐藏在人们的日常生活的茫茫大海中,一旦遇到恰当的"引爆水深"就会发生爆炸,其爆炸的威力是巨大,影响是深远的。但是这种威力和影响同时受到"社会引信"的调控,这种"社会引信"就是隐藏在大众传媒背后的各种社会关系。

There has been different opinions about the media effect study . The author of this paper analyses the role of mass media in the Dong Minority＇social-cultural change based on a case study of a Dong Minority＇village South-western China , and pointed out that the mass media is not a magic bomb playing as such powerful role in the Dong Minority＇social-cultural change as Harold Lasswell has told but a depth charge controlled by all kinds of social fuses with a beautiful appearance hided in the boundless sea of daily life . The depth charge will explode at once it meet the appropriate conditions , the power is huge and the influence is far . While the power and influence is controlled by the social fuse that is all kinds of social conditions hided behind the mass media .