微时代媒介社会角色的动态变迁

Dynamic Changes of the Social Role of Media in the Micro-era

媒介是社会发展的产物,媒介社会角色的嬗变是一个历史过程,与不同历史时期的政治制度、文化环境和行业状况等因素相关。近年来中国媒体行业发展迅猛,微传播风头日盛,新旧媒体交融成为常态,媒介承担的历史使命和社会角色与以往相比有很大的不同。媒介社会角色经历从传播工具到社会公器再到倾向于娱乐施教的动态变迁,折射出微时代新闻社会功能的变化,消费文化盛行、媒介技术驱动、行业发展演变等因素是构成其变迁的主因。微时代守望公众利益、践行职业逻辑、多重角色交融共存既是媒介创新发展的需要,也是每个媒介机构应该坚守的角色伦理。

Media is the product of social development.The transmutation of media social role is a historical process,and is related to the political system of different historical periods,cultural environment and industry conditions and other factors.In recent years,the media industry in China has developed rapidly,with micro-media being a trendsetter,and the integration of old and new media has become the norm.The historical mission and social role borne by the media are very different from the previous ones.Media social role has experienced the dynamic changes from the communication tools to social instruments and then to entertainment and teaching,reflecting the changes of social functions of news in the micro era.Prevalence of consumer culture,driving of media technology,and the development and evolution of the industry and other factors constitute the main cause of the changes.Watching over the public interest,practicing the professional logic,and integrating multiple roles are not only the needs of media innovation and development,but also the role ethics that every media organization should adhere to in the micro-era.