效果研究的新范式:认知传播学——“后媒介”视阈下的学科构建

New Paradigm of the Effect Study: The Cognitive-communication:Subject Construction under the “After-medium”Perspective

认知传播研究可以追溯到媒介环境学派的媒介感知模式的提出,在当下媒介技术高速更迭所带来的社会化转型趋势中,找到了更加契合的社会生态发展空间,在认知科学与传播学的范式融合中完成跨学科的体系重构。认知传播既可作为研究对象,从传播行为的空间视角出发关照主体认知的内在结构和规律,探寻以认知为本质的传播活动的意义和价值;又可作为一种研究方法,将认知科学的研究成果、主体认知的本质规律用于解释传播现象及衡量传播效果。

The study of cognitive-communication can be traced back to the perception model which was put forward by the school of medium environment,and has found the fit better social and ecological development space in the social transformation brought by the high speed change trend of media technology,complete interdisciplinary system reconstruction in the paradigm fusion of the cognitive science and the communication. Cognitive-communication can be used as the research object,attention of the inner structure and regularity of the main body＇s cognition,thus searching for the meaning and value of the communication activity is based on the cognition nature. Moreover,cognitive-communication also can be used as research method,practice of the research results of the cognitive study as well as the essence of the cognitive subject to explain communicative phenomenon and measure the communication effect.