媒介的两个路径:鲍德里亚与恩岑斯贝格关于媒介理论的争论

Two Paths of Media: Debates between Baudrillard and Enzensberger on Media Theory

自20世纪媒介技术迅猛发展以来,对于媒介的认识和争论一直没有停止,传播学和媒介研究也正是在此背景下不断发展前行。上世纪六十、七十年代媒介研究范式变革时期,鲍德里亚与恩岑斯贝格两位思想家就媒介理论的基本认识展开一场争论,秉持法兰克福学派传统的恩岑斯贝格在法国"五月风暴"的氤氲下推进本雅明的技术文化理论,发展出了意识工业概念,对于思考媒介理论的合法性问题具有重要意义;对于鲍德里亚来说,媒介技术的"进化",实为一种拟真替代本真的社会交往,以媒介技术为中介的传播活动中,最终将导致人的本真缺失,因而宣告传统媒介理论已失去解释力。本文认为,这两个看似不在一个水平线上的对话实则包含了媒介理论研究的两种路径,即作为生产工具的技术论与作为传播工具的文化论。当我们在回顾和梳理鲍德里亚和恩岑斯贝格的争论时,需要从媒介化社会的视角来重新审视媒介理论的技术论和文化论之间的平衡。

Since the rapid development of media technology in the 20th century,the understanding and debate on media has not stopped,and communication and media studies are constantly developing in this context.Through the debates of two thinkers on media theory in the 1970s,Enzensberger,affected by the May Storm,who adhered to the tradition of the Frankfurt School,promoted Benjamin*s technology and culture theory and developed the concept of consciousness industry,which is of great significance to understand the legitimacy of media theory.For Baudrillard,the evolution of media technology was a kind of simulation to the true social communication,especially in the communication activities based on media technology,which ultimately led to the lack of human nature,also ended the traditional media dialectic.Thus traditional media theory cannot explain the new situation.This seemingly meaningless debate contains two directions and paths for media theory research,as technology and culture.It is important to balance the technology and culture through practice when we talk about the media theory and mcdiatization—society.