网络社会形态下传播关系的重构——对媒介融合本质的认识

Reconstruction of Communication Relationship in Network Society——Analysis on the Essence of Media Convergence

在信息技术范式下,网络社会崛起,网络逻辑重塑社会形态,在本质上改变着人们的生产方式、经验、权力和文化。在网络社会条件下,媒介融合暗含着社会关系的结构性变革,传者与受者单向线性传播关系演变为传者与传者、传者与受者、受者与受者互联互通的关系网络,网络运行逻辑重建传播秩序和传播规则。媒介融合的本质即是网络社会形态下传播关系重构的过程,显示出以下发展趋势:参与式生产网络将重塑媒介内容生产方式;人际关系网络将成为媒介内容分发的主要渠道;良好的用户关系网络将成为媒体价值实现的关键;网络化组织结构是媒介组织管理和创新的关键;媒介规制的建立将有赖于社会主体的共同参与。政府在进行媒介规制时,需要与企业、个体等协同作战,建立共同参与规制的平台。

Abstract： Under the paradigm of information technology, with the network society rising, network logic is reshaping the social form, in essence, changing the way of production, experience, power and culture. In the network society, media convergence implies a structural change in the social relations that the one-way communication and transmission between disseminators and recipients are replaced by their interconnection networks. Media convergence is essentially the process of communication relationship restructuring in the network society. Participatory production networks will reshape the media content production mode; Personal relationships will become the main channels for media content distribution ;A good user relationship network will be the key to the realization of media value; Networked organization structure is the key to media organization management and innovation; Media regulation will rely on the participation of the social networks-the govenament will work together with enterprises and individuals to create the platform where all people involved can participate to formulate and supervise media regulation.