"撒种"之隐喻:论彼得斯"撒播"学说的西方文化原初语境

The Metaphor of"Sowing"--On the Original Context of Western Culture of Peters'"Dis semination"Theory

约翰.D.彼得斯在其传播哲学领域的成名之作——《对空言说》中提出了两种独具西方人文主义色彩的经典传播范式:对话的传播观和撒播的传播观,两种传播范式代表了肇始于两希文明的西方文化精神和思想渊源其中,撒播的传播观源自《新约》中的"撒种"隐喻,与基督信仰有着深厚的文化血脉关系。"撒种"隐喻所传达的故事情境详细地诠解了彼得斯"撒播"学说的丰富意涵在"撒种"隐喻所提供的四种交流情境中,耶稣撒播出去的种子在经历种种"交流的失败"之后,得以在"沃土",亦即适宜的"媒介环境"中"生根发芽"彼得斯"撒播"传播范式的提出,与詹姆斯·凯瑞提出的"传播的仪式观",堪称"双璧",二者都源于基督教传统文化,成为了西方传播学界通过隐喻方式建构起来的两大著名的学术观点。

John D. Peters’ s famous work in the field of communication philosophy- “ Speaking into the Air” put forward two classic communication paradigms with unique western humanism concern: the communication theory of dialogue and the communication theory of dissemination. The two communication paradigms represent the spiritual and ideological origins of western culture originating from ancient Greek and Hebrew civilizations. Among them, the concept of dissemination is derived from the metaphor of "sowing seeds" in the New Testament, which has a deep cultural and blood relationship with Christian faith. The story situation conveyed by the metaphor of "sowing" interprets in detail the rich meaning of Peters’ s theory of "dissemination". In the four communication situations provided by the "sower" metaphor, the seeds sowed by Jesus can "take root and sprout" in the "fertile soil" as same as the appropriate "media environment", after experiencing various "communication failures". The "dissemination" communication paradigm proposed by Peters and the "a ritual view of communication" proposed by James Carey can be called "shuangbi"(an outstanding pair). Both are from the traditional Christian culture and have become two famous academic views constructed by metaphor in the western communication field.