群体传播时代:信息生产方式的变革与影响

The Age of Mass Communication:The Revolution in the Mode of Information Production and Its Effect

受众主体地位提升和移动互联网技术的普及,使高度组织化的大众传播在媒介格局中的垄断地位受到挑战,与人际传播、组织传播,尤其是高度链接化的群体传播,共同形成复杂的传播新环境、新格局,并引发了信息生产方式的变革,催生出一个"人人都能生产信息"的互联网群体传播时代。群体传播充分满足了普通个体认知的社会化互动交流和情绪的社会化感染,普通个体情绪、个体认知的社会化传播成为传播新环境、信息生产新方式中的突出现象。互联网技术改变了大众传播时代以传者为中心的线性传播模式,构建了一个以网民和链接关系为根本要素的网络传播结构,使传统的信息生产者不再具有垄断地位,导致了媒体人社会身份、社会权力的转移。互联网群体传播挑战了大众传媒只将社会资源配置给少数精英群体的模式,新的信息生产方式开启了将社会资源配置给普通人的历史。一些个体现象可以说明,个体借助互联网群体传播吸引社会注意力、吸纳社会资源、重构资源分配关系,进而部分地再生产社会结构。

The elevation of the status of audiences as actors and the spread of mobile internet technology constitute a challenge to the highly organized media monopoly of mass communication.Together with interpersonal communication,organizational communication,and especially highly connected group communication,they form a complex new communication environment and structure,catalyzing a revolution in the mode of information production and ushering in a new era of online group communicationinwhich“everyoneisaninformationproducer.”Group communication satisfies the need for socialized interactive exchange of ordinary individuals’perceptions together with the socialized spread of emotion.The socialized communication of ordinary people’s emotions and perceptions becomes a striking phenomenon in a new communicative environment and a new mode of information production.Internet technology has changed the linear mode of communication of the mass communication era,which was centered on the sender,and constructed an online communication structure in which netizens and connectivity are the main factors.This breaks the monopoly of traditional information producers,and leads to a shift in the social position and power of mediafigures.Internet communication challenges the mode by which the mass media allocate social resources solely to a small number of elite groups,unlike the new mode of information production which has for the first time a history of allocating social resources to ordinary people.Some events involving individuals show that people employ internet group communication to attract society’s attention,acquire social resources,and reconstruct resource distribution,thereby partially reproducing the social structure.