媒介面具与受众认知

Media Mask and Audience Cognition

在媒介与受众之间互动频繁的今天,接受主体的媒介行为对整个传播过程具有广泛而深远的影响。当前看似繁荣的后媒体时代,却面临着空前的尴尬。信息的海量与受众的无所适从,信息真假混淆与受众的是非难辨,唯利是图的利润目的和大众狂欢的盲目追求,导致受众的迷惘与失望。为改变这种现状,必须对媒介的表象与本质、功能与人格有充分的认识,并需要不断提高媒介与受众理性处理信息的能力。依据荣格的人格面具理论提出媒介面具的观念,并对两者的相似性、存在的合理性和消极性进行对比分析,可以为媒介和受众的认知拓展一个新的认识视角,并从媒介人格的层面使媒介和受众客观认识媒介的本质与作用。

In today’s frequent interaction between the media and audience, the media behavior of the information receiver has wide-reaching implications for the whole transmission process. But the current seemingly prosperous post-media era is faced with unprecedented embarrassment. The complete loss of audience before huge amount of information, the inability of the audience to discriminate what is true from what is false, and profit chasing of the media and the blind pursuit of the mass all contribute to confusion and disappointment of the audience. To change this situation, it is imperative to better understand the nature, its function and its personality, and improve the ability of media and audience to process information rationally. Inspired by Jung’s persona theory, the author of this paper puts forward the concept of the vector mask and compares their similarities, the positive and negative aspects of their existence. This research aims at providing a new perspective for both the media and the audience, helping them to have a more objective understanding of the nature and role of the media.