科技发展视阈下的媒体兴替

The Media Evolution from the Perspective of Scientific and Technological Development

近年来,随着数字新媒体的蓬勃发展,以单一形式存在的报纸、广播、电视等传统媒体普遍出现下滑的趋势,"主编将死"的叹息声不绝于耳。本文认为,这一视角尚未脱离媒体本位和新闻传播学科自身的局限性。如果以发展的、联系的观点看问题就不难发现,媒体或传统媒体是科学技术发展到一定历史阶段的产物;它的变局不是孤立存在的现象,而是社会大变局图景中的一部分。新的媒介生态、社会生态提出的全新问题是:第一,媒体经营者是否能够关注并了解社会公众的现实需求,及时提供影响和指导其实现需求的有效工具。第二,媒体经营者是否能够注意到社会公众的潜在需求,并通过创新思维和独到的策划为其潜在需求提供实现的窗口。

In recent years, the traditional media existing in such single forms as newspaper, radio broadcast and television have generally exhibited a declining tendency with the vigorous development of the new digital media. Laments like ＂The editors-in-chief will die＂ have been haunting the public. As it is suggested here, this perspective is still subject to the media standard and the limitations of journalism or communication as a subject. From the developmental and the relational point of view, it is not difficult to see that media, or to say that traditional media, are the product yielded by science and technology when they come to a certain stage, and its evolvement is not an isolated phenomenon, but a part and parcel of the full picture of societal evolvement. The new issues brought up by this new media ecology and societal ecology are： 1） whether the operators of media are capable of paying attention to and learning about the realistic demands of the public and thus promptly provide effective tools to influence and guide the fulfillment of their demands; and 2） whether the operators of media are capable of noticing the potential demands of the public and thus provide platforms to meet those demands through innovative modes of thinking and creative planning.