为中国“媒体”正名分——对国内“泛媒体论”的认知性反思

Establish the Status for Chinese "Media" :Cognitive Reflections on the Theory of Extensive Media

在当代中国的传播学和传媒学领域里,"泛媒体论"是一个司空见惯的学术思潮。在学术著述和高校教材中,"泛媒体论"就是将技术性的信息栽体或者将互联网的技术衍生物泛化为"体制性、机构性的媒体"的一种学术话语现象。中文学术话语体系中出现的"泛媒体论","跨语传播"是其文化背景,西方传播学是其理论根源,互联网扩张是其技术根源。在"新技术革命"的语境下,"新媒体"是"泛媒体论"对媒介形态和信息方式的一种误读,正是这种误读却加深了"媒体"概念被泛化的程度;在"新媒体革命"的语境下,"自媒体"则是"泛媒体论"转译"wemedia"或"wethemedia"等学术命题所生发出的一种"零概念"性"伪媒体",旨在夺取"媒体话语权",进而危及合法的"传播体制"和稳定的"传播秩序"。

In the fields of contemporary Chinese Communication Studies and Media Studies, the Theory of Extensive Media is a commonplace academic trend. In the academic publications and higher education text- books, this theory is an academic phenomenon that generalizes the technological information carriers or internet technological ramifications into ＂institutional and organizational media＂. As for the Theory of Extensive Media in Chinese academic discourse system, the cross-language communication is its context; the Western Communication Studies its theoretical basis; and the expansion of the Internet its technological ba- sis. In the context of the New Technological Revolution, new media is a misinterpretation to the media form and information mode by the Theory of Extensive Media. It is this misinterpretation that increases the extent of the generalization of the concept ＂media＂. In the context of the New Media Revolution, ＂self-media＂, translated from ＂we media＂ or ＂we the media＂ by the Theory of Extensive Media, is ＂pseudo media＂ aiming to grasp ＂discourse power of media＂, which will threaten the legal ＂communication system＂ and ＂communication order＂.