中国“自媒”环境内国学传播主体的动机及行为

Motivation and Behavior of Communication Subjects of Studies of Chinese Ancient Civilization in Chinese Self-media Environment

国学作为中国传统学术,其传播历史已超过两千年。媒介环境的改变会导致人类的意图目标、行为逻辑的改变。在古代中国“纸媒”环境中,国学传播活动的主体是知识精英。在现代中国的“自媒”环境中,国学传播活动的主体是全体网络用户。对比二者的身份、动机、态度和行为模式,可以发现后者在国学传播活动中的心理动机变得更为复杂,失去了崇敬的态度,偏重于物质获益,其信息处理模式中真正有益于学术进步的行为所占比例偏小。如此的动机和行为均不利于国学的继承与创新。“自媒”环境给予普通大众话语权利,但学术是专业小众化的,二者之间的矛盾目前还无法利用媒介来解决。人类任何一种科学研究的学术性传播,都存在无功利的精神探索与追求物质利益的自媒传播间的悖论,需要人们清醒的认识,而不是只为传播表象的繁荣欢呼。

As Chinese traditional scholarship,studies of Chinese ancient civilization have more than two thousand years of communication history.The change of the media environment can lead to the change of human intention and behavior logic.In the paper-media environment of ancient China,the communication subjects of studies of Chinese ancient civilization are the intellectual elite,but in the self-media environment of modern China,they are online users.In comparison with the identity,motivation,attitude,and behavior mode of these two communication subjects,it is found that in the process of spreading studies of Chinese ancient civilization the mental motivation of the latter becomes more complicated,losing the reverence attitude and focusing on material benefits,and its behaviors in information processing patterns only have a small percentage that is truly beneficial to academic progress.Such motivations and behaviors are not conducive to the inheritance and innovation of studies of Chinese ancient civilization.Self-media environment gives the general public the right to speak,but academics are specialized and de-massified,and the contradiction between them can not be solved by the use of media at present.In any human academic dissemination of scientific studies,there exists a paradox between the spiritual exploration of non-utility and the pursuit of material benefits of self-media communication,so people need a clear understanding instead of cheering for the presentative prosperity of communication.