大众文化观与大众传播观的并行应和

Juxtaposition and Syncretism in Concepts of Mass Culture and Mass Communication

对大众文化的认识有着鲜明的阶段和派别特征:从利维斯主义到法兰克福学派、早期伯明翰学派再到阿尔都塞和霍尔秉承结构主义方法论,费斯克的民粹主义的大众文化观。学界对大众传播的认识也经历了魔弹论、弱效果论、适度效果论、强效果论的发展反复。对照二者轨迹,不难发现,核心在于受众观(大众观)的变化:大众传播观的发展表面上是传播效果差异,本质上是受众观的分歧;大众文化观表面上是不同的文化态度互不相让,但在某种程度上依然是对大众认识的反复纠缠。究其原因,代表欧洲哲学批判传统的大众文化观研究与代表美国实证主义传统的大众传播观研究在相互交融中的共同演进皆源于社会现实的共同发展。

Views on popular culture were distinctively different among schools in history, such as the Leavisism, the Frankfurt School, the Birmingham School, the theory of Louis Althusser and Edward Hall, the theory of John Fiske. Theories in mass communication experienced several stages and had relapses sometimes, such as the magic bullet theory, the weak effect theory, the moderate effect theory and the strong effect theory. It can be concluded with comparison of the two that the changes in concepts of the audience （ or the mass） play a key role. Concerns in theories of mass communication are seemingly put on effects but actually on audience. Concepts in mass culture are seemingly based on different opinions of culture but actually on views of the mass. Both the mass culture from the European critical tradition and the mass communication with the American empirical background build their development and incorporation out of the social reality.