从新闻传播到公共传播——关于新闻传播教育范式转型的思考

From Journalistic Communication to Public Communication: Reflections on the Transformation of the Paradigm of Journalism and Communication Education

新媒体环境下,伴随着网络化关系社会的兴起,新闻传播教育的整体范式需要从面向"新闻传播"转向"公共传播",具体体现为三种观念转型:其一,从学科建制化和教育"拼贴化"的角度看,有必要运用传播学的学科体系来重构新闻学的理论、研究及教学;其二,从面向行业而培养和面向社会培养的角度看,面向社会培养公共传播人才,而非只是面向机构培养职业新闻人才;其三,从规范性理论和经验性理论的角度看,以传播学的"经验性理论"来改造新闻学的"规范性理论"可以成为教育改革的良好契机。

In the new media era,journalism and communication education should be repositioned in accordance to the new industry environment and market demands. The paper argues that the overall paradigm of journalism and communication education should change from 'journalistic communication'to 'public communication '. Firstly,from the perspective of disciplinary development and educational integration,it is necessary to reconstruct the theory,research and education of journalism study by refering to the disciplinary system of communication study. Secondly,from the perspective of the purpose of journalism education,it's a vital change to educate public communication talents for all kinds of institutions,instead of only educating journalistic talents for media institutions. Thirdly,from the perspective of normative theory and empirical theory,there could be a good opportunity for eduction reform if the normative theory of journalism study is transformed by refereing to the empirical theory of communication study.