行为传播学:建构未来传播学统摄性范式——行为传播学的学科价值、研究面向与关键议题

On the Discipline Value,Research Orientation and Key Issues of Behavioral Communication

媒介技术发展重构了社会生态与传播图景,新的媒介技术开启了升维性实践与学科重构进程——传播理论与新兴社会现象之间的断裂以及传播学“十字路口”的困境呼唤传播学理论的迭代。传播学重构需以个人为基点,对个人认知、体验和关系进行中观、微观考察。文章尝试以行为科学作为支点,阐释“行为”范畴在传播个体与媒介环境中发挥的统摄性作用,论证以“行为”范畴表征传播中的个人的合理性,由此“行为传播学”呼之欲出。在学科构建的基本路径中,根据知识生产模式在行为科学的视域下找到学科研究的基本面向,并进一步通过可供性理论工具阐释行为传播的关键议题,为重构传播学提供了新的思考方向。

Media technology development reconstructs the social ecology and communication landscape,which initiates the process of dimensionality practice and discipline reconstruction,and at the same time,the break between the past communication theory and the emerging social phenomenon,together with the“crossroads dilemma”of communication science call for the iteration of communication theory.During this backdrop,communication reconstruction study should take the individual as the basic point for discipline construction,while the meso-microscopic investigation of individual cognition,experience and relationship,and the interaction between the individual and the media environment as the anchor point,which should become the necessary point for all disciplines and fields.This paper,taking“behavioral category”with behavioral science as the pivot,explains the controlling role it plays in individual and media environment,and demonstrates the rationality of using“behavioral category”to represent the individual in communication,thus leading to“behavioral communication science”.In the basic path of discipline construction,according to the mode of knowledge production,the basic orientation of discipline research is found from the perspective of behavioral science,and the key issues of behavioral communication are further explained through the theoretical tools of availability,which provides a new thinking direction and logic for the reconstruction of communication.