为单向传播辩护:作为修辞手法的限知视角

Limited Perspective:Rhetoric of One-way Communication

有个常见误区,认为单向传播是“说教式、灌输式、居高临下式”的传播。那是单向传播的拙用。善用单向传播是通过限知视角,即传播者自限话语权、操控叙事视角,可以制造悬念,挖掘动情点,呈现客观性,尤其是为新闻真实性找到见证——A说B看到C做什么……所有这些,都是争取受众认同的重要修辞,是传统媒体几百年由单向传播进化而来的。单向传播,也并非很多人误解的“缺乏反馈”。几百年纸质新闻出版业的反馈方式是,如果读者付钱了,就很可能表示你做得对。

There is a common misunderstanding that one-way communication is "infusing,lecturing and condescending". As a matter of fact,it is a clumsy use of one-way communication. To make good use of one-way communication is to limit the perspective. The communicator can limit the right of discourse and manipulate the narrative perspective,which can create suspense,touching plots and find testimony to the truth of the news. For instance,A said B saw C doing.... All these are important rhetoric to win the audience’s recognition. The traditional media is actually evolved from one-way communication for hundreds of years. One-way communication is not "lack of feedback",as many people misunderstand. For hundreds of years,the feedback in print journalism is that if the reader pays,it means you are doing the right thing.