理解大数据的温度——以麦克卢汉“冷热”媒介理论为基础

Understand the Temperature of Big Data——Based on Mc Luhan's Theory of Cold and Hot Media

麦克卢汉依据受众参与程度和信息清晰程度来区分媒介的"冷""热"属性。"冷媒介"一般被认为是受众参与度较高和信息清晰度较低的媒介。依据这两个标准判断,大数据技术亦是一种"冷媒介"。文章以"冷、热"媒介理论为依据,从两个角度剖析大数据技术的"冷媒介"属性形成的根本原因:数据分析在意思表达上的"去精求全"和受众在数据库形成中起到的能动作用,其本质在于大数据技术对人类感知能力的数据化。

Mc Luhan distinguished the＂cold＂and＂hot＂attribute of the media according to the degree of participation of the audience as well as the clarity of information. ＂Cold media＂is generally considered as a medium with high participation degree and low information clarity. Based on these two criteria,the big data technology could be regarded as＂cold media＂. On the basis of the theory of＂cold＂and＂hot＂media,this paper analyzes the fundamental reasons for the forming of the＂cold media＂of the big data technology from two aspects： in terms of the expression＂to discard the essential for the perfection＂on the data analysis,on the other hand,the use of dynamic interaction of the audience in the forming of the database,its essence lies in the digitization of the big data technology on the human perception ability.