第三次跨越: 新科技背景下的传播符号学

The Third Breakthrough:Communication Semiotics in the Context of New Technology

迄今为止,符号学已经完成了两次跨越:第一次是20世纪初,索绪尔、皮尔斯等人在工业革命背景下,跨越了语言学、逻辑学的学科分界,进入到对意义问题的普遍关切;第二次是20世纪中后期,罗兰·巴特、乌蒙勃托·艾柯等人在现代传播科技和大众传媒兴起的背景下跨越了单纯的逻辑推演,进入到对大众文化的关切和现实应用。今天,符号学正经历着第三次跨越,即在5G、AI和基因工程背景下面向精神信仰重建与价值传播这一重大时代问题的再出发。本文通过梳理传播符号学自上世纪50年代以来的发展历程,从基本理论建构、社会创新力激活与赋能文化生产三个方面,探讨了传播符号学在第三次跨越中再出发的发展态势,即:关注新科技集群时代信仰重建与价值传播问题,吸取认知科学、数字科技新成果,在精神符号学和价值传播论基础上,把传播符号学领域扩展到世界文明对话与人类命运共同体建设的广阔领域中。

So far,semiotics has made two major breakthroughs.The first happened in the early 20th century.In the context of the Industrial Revolution,linguists like Saussure and Pierce crossed the disciplinary boundaries of linguistics and logic and began to probe into the issue of meaning.The second occurred in the middle and late 20th century.With the development of modern communication technologies and mass media,scholars like Roland Barthes and Umberto Eco transcended pure logical deduction,and turned their foci on the practical applications of popular culture.Today,semiotics is undergoing the third breakthrough,which is a re-start towards the critical problems of belief reconstruction and value dissemination in the age of 5G,AI and genetic engineering.This article sorts out the development of communication semiotics since 1950s,and discusses the development trend of communication semiotics from perspectives of basic theoretical construction,social innovation activation and cultural production empowerment.The trend is as follows:paying attention to the issue of belief reconstruction and value dissemination in the era of new technology clusters,absorbing new achievements in cognitive science and digital technology,and,on the basis of spiritual semiotics and the theory of value dissemination expanding the research area of communication semiotics to promote dialogue among civilizations in the world and construct the community of shared future for mankind.