虚构的受众:沃尔特·翁的修辞传播观

The “Fictional” Audience:A Study of Walter Ong’s Rhetorical Communication Thought

在西方文论修辞转向的大背景下,沃尔特·翁汲取古典修辞思想养分,借鉴马歇尔·麦克卢汉媒介理论和肯尼斯·伯克修辞思想,创新性地提出“虚构的受众”理论。沃尔特·翁区分口语与书面文本中受众身份和功能的差异,强调受众的“虚构”属性,凸显技术对修辞情境和话语实践者意识的重塑。“虚构的受众”理论秉持新修辞学理路,促进对传统修辞学的受众属性认知的转变,推动修辞与传播研究视域和方法的融合,构建以媒介技术影响话语实践为核心的修辞传播学范式,影响广泛而深远。

Against the general background of the rhetorical turn of Western literary theory, Walter Ong innovatively proposed the theory of “fictional” audience by drawing on the classical rhetorical thought, the media theory of Marshall McLuhan and the rhetorical thought of Kenneth Burke. Walter Ong distinguished between the identities and functions of the audience in spoken and written texts, emphasized the “fictional” nature of the audiences, and highlighted the reshaping of rhetoric situations and the consciousness of discourse practitioners by technology. The theory of “fictional” audience upholds the new rhetoric rationale, subverts and transcends the traditional rhetorical perception of audience attributes, promotes the integration of the perspectives and methods of rhetoric and communication research, and constructs a rhetorical communication paradigm with the core of media technology influencing discourse practice, which has a wide and far-reaching impact.