社交媒体时代的部落化传播

Tribal Communication in the Era of Social Media

麦克卢汉曾言,电子传播技术的发展会使整个人类社会进入“重新部落化”的时代。随着传播媒介的演变,人们逐渐生活在更为复杂和多元的媒介生态中,这种新型电子生态是一种部落生态,它将人类组织结构划分为一个个部落单元。社交媒体的崛起与其背后支撑技术对人类生活的再定义更是加速了部落化社群的出现与维持,这种打破时空的媒介文化削弱了地缘社会身份的限制,成为打造新的文化价值共同体的中坚力量。但正是这种媒介本身所具有的技术特征,使得人的视野不断窄化,全球社会的分裂更加明显与剧烈,这种由于部落化传播造成的现象,其实是对“重新部落化”的一种异化。

McLuhan once said that the development of electronic communication technology would lead the whole human society into the era of"re-tribalization".With the evolution of the media,people gradually live in a more complex and diverse media ecology.This new electronic ecology is a tribal ecology,which divides the human organizational structure into a tribal unit.The rise of social media and the redefinition of its supporting technology on human life have accelerated the emergence and maintenance of tribal communities.This media culture,which breaks the limits of time and space,weakens the limitation of geo-social identity and becomes the backbone of building a new community of cultural values.But it is the technical characteristics of the media itself that make people s vision narrow and the division of the global society more obvious and intense.This phenomenon caused by tribal communication is actually a kind of alienation and misreading of McLuhan s"re-tribalization".