关系需求:正在改变媒体内容及其形态

Social Participation: Changing Media Content and Its Form

需求的变化是时代变迁最显著的特征,也是改变媒体内容和形态的关键因素。传统媒体时代一对多的传播形式,实际上无法提供给个体平等参与社会对话的权力。经济盈余带来中产阶级迅速成长,个体的自主性和社会参与的需求,就成为整个时代的需求,新兴媒体作为这种需求的有效协商形式得到快速发展。这种协商形式解决的是个体与社会整体、社会参与的关系,这种新型的关系构成了"无数的联结"。新的媒体形态必须考虑人的关系属性,信息和服务只有切入人的社会关系中,才能实现传播的价值和功能。媒体形态是媒体效用的实现路径,关系塑造与累积是媒体形态发展与创新的路径和方向。

The change in demand is the most prominent feature of the social transformation and is also a key factor in changing the content and form of the media. In fact, it is impossible for the one to many form of communication of the traditional media era to provide individuals with equal rights to participate in social dialogue. The middle class has grown rapidly with the economic prosperity, and individual autonomy and social participation needs have become the needs of the entire era. The emerging media has developed rapidly as an effective form of negotiation for this demand. This form of consultation is to solve the social participation of individual in the community as a whole. This new type of relationship constitutes ＂countless connections＂. The new form of communication must take into account the attributes of human relations. Only when information and services weave into the social relations of people can the value and function of communication be realized. Media form helps to materialize media utility. The shaping and accumulation of relations are the path and direction of the development and innovation of media.