理解新闻价值的两种逻辑:商品主导与服务主导

Two Logics of Understanding News Values: Good Dominant Logic and Service Dominant Logic

借鉴管理学“商品主导逻辑”“服务主导逻辑”概念,将关于新闻价值的考察归入商品主导与服务主导两类,前者聚焦新闻生产链上游,关注新闻的交换价值,将受众视为价值的消耗者;后者偏重新闻的服务面向,关注新闻的使用价值,将受众视为价值的共同创造者。根植于工业化新闻生产的商品主导下的新闻价值对当下新闻实践的有效性渐趋弱化,以受众为中心深挖新闻价值内涵、考察新行动主体扩充新闻价值外延、关注跨媒介叙事对新闻价值的影响或成为新闻价值研究图景。新闻价值的最终呈现需遵从两类逻辑的相对性,从价值理性角度加以辨析。

Drawing on the concept in Management,this paper divides the research on news values into two categories: “Good Dominant Logic” and “Service Dominant Logic”.The former focuses on the upstream of news production chain,pays attention to the exchange value of news,and regards the audience as the terminator of value,while the latter emphasizes the service,revolves around the use value of news,and views the audience as the co-creator of value.News values under the good dominant logic rooted in the industrialized news production cannot guide the current news practice effectively.Focusing on the audience,scrutinizing the new actors and exploring the effects of cross-media narrative could be the trends in related researches.Meanwhile,the final presence of news values needs to follow the relativity of the two kinds of logic and to be demonstrated from the perspective of value rationality.