从“效果”到“影响”——西方媒介效果研究的历史考察与反思

From "Effect" to "Influence"——The Historical Review and Reflection on the West Media Effect Study

伴随着传播学从学术领域的"新生儿"逐渐成长,逐步成熟,媒介效果研究在一个充满对抗与争议的语境下,确立并引导着传播学研究的多重面向。社会环境与学术理念的发展嬗变,使媒介效果研究在思辨与论战中呈现出阶段性的转向与动向。这些转向的直接原因便是媒介效果研究范式的转变。在很长一段时间内,实证主义的话语在媒介效果研究中可谓一枝独秀,但随着批判学派与文化研究在传播学领域的后来居上,批判话语的声音逐渐嘹亮。西方媒介效果研究中的范式之争,集中体现在经验学派与批判学派之间,"范式"是争论起点,更是争论焦点。虽然经验学派与批判学派的争论从未停歇,但经过多年深入而广泛的交锋与探讨,双方已从最初的相互挑剔,相互拷问,走向了更为深刻的反思、对话与整合。

Going with the development and maturity of communication as a discipline,media effect study established and guided the diversiform facets of communication research in an oppositional and disputable context.Media effect study shows staggered changing and turning because of the paradigm transformation.During a long time,positivism dominated in the media effect study,but the voice of criticism became more and more vibrant.The arguments between positivism and criticism focus on the 'paradigm'.After many years discussing,the two parties tend towards more intensive reflection,dialogue and convergence,instead of excluding from each other.