新媒介时代背景下的公共传播:现状与反思

Current Situation and Thoughts on Public Communication in the Age of New Media

公共传播不是与人际传播、组织传播或者大众传播并行的新传播形态,而是在新媒介时代,依托人际、组织和大众传播并与之共生的传播形态。公共传播的核心价值是传播主体及受众的公众性、媒介及内容的公共性、信息的公开性。新媒介时代公共传播的主客体之间出现泛化,把关人失守导致价值断裂,娱乐性逐渐取代公共性。针对以上现状,应当对新媒介时代背景下的公共传播采取有效措施,对媒介空间进行规制,恢复公共传播的公共性特征。

Public communication is not a new form of communication parallel to interpersonal communication,organizational communication or mass communication,but a form dependent on and coexisting with them in the age of new media.The core values of public communication cover the publicity of the communication subject,audience,media and content,as well as the openness of information.In the age of new media,the extension between subject and object of public communication,combined with the discontinuity of values resulting from the failure of the gatekeeper,has gradually replaced the nature of publicity with that of entertainment.In view of the present situation,this paper holds that effective measures should be taken in the area of public communication in the context of the age of new media to regulate public space and restore the public characteristics of public communication.