媒介动员:概念辨析与研究展望

Media Mobilization:Conceptual Clarification and Future Direction

梳理2002—2019年国内有关"媒介动员"的中文文献,发现相似概念较为庞杂,研究议题存在以下偏向:一是套用戴扬、卡茨提出的媒介事件概念,研究对象为大众媒体组织策划下的庆典、仪式、竞赛等活动;二是在自媒体背景下带有社会维权色彩的新媒体事件;三是爱国运动、公益推广、主流价值倡导、环境保护等领域的共意行动。不同研究路径所依托的学科知识不同,客观导致了概念的误用和混用现象。随着人工智能技术发展,可穿戴设备、社交机器人在日常生活中广泛应用,"身体缺位"的中介化传播模式将被打破,人机融合、多屏互动、具身传播等现象使物质媒介和信息媒介的界限更加模糊。未来的媒介动员研究需要进行跨学科对话,从动员主体、文本、渠道等维度,建立起媒介动员概念从中介式传播到融合式传播、具身性传播的内在体系架构,这将拓展媒介动员研究的想象空间。

By reviewing domestic literature on media mobilization from 2002 to 2019,the study found similar concepts are complicated and the issues about media mobilization research have the following bias.The first approach applies the concept of media events proposed by Dayan and Katz,such as the celebration,ceremony,competition and other activities planned by mass media.The second approach is focusing on new media events with social protest in the background of social media.The third approach is exploring the consensus movements in such fields as patriotism movements,public welfare activities,mainstream value advocacy and environmental protection.Different research approachesrely on different disciplines and knowledge,which also objectively leads to the misuse and confusion of the concept.With the development of artificial intelligence technology,wearable devices and social robots being widely used in daily life,the mediated communication mode with"absence of body"will be broken.The phenomenon of manmachine fusion,multi-screen interaction,and embodied communication makes boundaries between the material media and information media fuzzy.Future research on media mobilization requires an interdisciplinary dialogue.From subjects,texts as well as channels of mobilization,concept of media mobilization should be established that contains internal system from mediated communication to integration and embodied communication,which will expands the imagination of media mobilization.