活化抑或消亡:深度媒介化视野中的中华老字号

Revitalization or Extinction:China's Time--Honored Brands from the Perspective of Deep Mediatization

中华老字号兼有商业与文化的双重价值,对应其空间性和时间性,在媒介化社会的背景下,新媒体营销传播能否助力老字号突破自身发展困境?本研究梳理老字号在前大众传播时代、大众传播时代媒介实践演进的基础上,重点考察了数字传播时代老字号在商品、门店、渠道三个维度的深度媒介化特征。研究发现,所谓“复兴”本质上是一个媒介化的过程,老字号单一的媒介转变为由数字技术主导的媒介组合,算法逻辑、商业逻辑、多元行动者逻辑为新特征的媒介逻辑嵌入老字号选择媒介剧目的实践之中,带来的后果是空间性扩张消除、抑制和抹杀老字号的时间性,看似“年轻化”实则“媒介化”的老字号面临文化消亡的危机。

China time-honored brands have both commercial and cultural values,corresponding to their spatiality and temporality.In the context of a mediated society,is it possible for new media marketing communication to help time-honored brands break through their own dilemma?Based on the evolution of the media practices of time-honored brands in the pre-mass communication era and mass communication era,this study focuses on the deep mediatization of time-honored brands in the three dimensions of products,stores and channels in the digital communication era.The study finds that"revival"is essentially a process of mediatization,in which the single medium of time-honored brands is transformed into a media ensemble led by digital technology.Media logic with algorithmic logic,commercial logic,and the logic of multiple actors as new features is embedded in the time-honored brands'selection practice of the media repertoire.The consequences are that the spatial expansion eliminates,inhibits and erases the temporality of time-honored brands,and the seemingly"youthful"but actually"mediated"time-honored brands is faced with the crisis of cultural extinction.