“涂层传播”的哲学反思——文明批评史的视角

Philosophical Reflections on“Coating”in Communication:A Perspective from the Critique of the History of Civilization

“涂层传播”是当代传播与文明推进中的一个重要问题。“涂层”是人们为了特定效果与目的,对异质性进行的一种人为叠合。对传播而言,适度的涂层是增加传播效果的重要方法,但对涂层技术、手法、策略的过度使用,则使传播背离文明使命,走向异化。过度涂层传播扭曲了文明生态与传播生态,阻遏了文明的可持续进步;扭曲了机构与组织的运行生态,使机构与组织进入一种表面繁荣的风险陷阱;扭曲了人们的心理与情感,使个体的行为与心理进入浮燥陷阱。人类文明仍存在野蛮性,现代性的运行生态仍存在问题,传播生态本身仍具不合理性,是造成过度涂层传播的重要原因。涂层传播是异化时代、竞争时代的宣传饥渴症、传播强迫症,其本质是一种形式主义。克服过度涂层传播是一个综合的历史过程,尤其需要增强传播实践与研究的文明使命、社会责任。克服过度涂层传播,对于高质量推进中国式现代化、建设中华民族现代文明具有重要作用。

We live in an era dominated by information and communication,where individuals,organizations,societies,and nations are increasingly benefiting from the advantages of information dissemination,while also grappling with the challenges it poses."Coating-style communication"is a pivotal issue in the contemporary dynamics of communication and civilizational advancement.This term refers to the artificial superimposition of heterogeneity for specific effects and purposes.In the context of communication,this"coating"entails constructing and transmitting information through the superimposition of heterogeneity.Communication is both a constituent and an endeavor of civilization,and appropriate coating can enhance its effectiveness.However,excessive reliance on such techniques can turn communication into a tool that manipulates emotions,cognition,and behavior,thereby deviating from its civilizational mission."Coating-style communication'exhibits several characteristics:it exploits cognitive habits to impose certain information on people;it promotes the dissemination of idealized,flawless images of certain entities;and it typically serves a singular goal of securing specific benefits.The techniques used in"coating-style communication"may differ,but fundamentally,they all represent a formalistic strategy detached from content and devoid of genuine substance.This form of communication reflects the alienation and competitive nature of our times,manifesting as a compulsive thirst for propaganda and obsessive communication."Coating-style communication"distorts the ecological balance of civilization and communication,hindering sustainable civilizational progress;it warps the operational ecology of institutions and organizations,leading them into superficially prosperous risk traps;and it distorts individual psychology and emotions,leading to restless behavioral and psychological traps."Coating-style communication"allows the problematic aspects of civilization to be stored,popularized,and amplified,damaging the progressiveness of civilization and disrespecting genuine innovation,creation,and production.The lingering presence of barbarism in human civilization,persistent ssues in the operational ecosystem of modernity,and the inherent irrationality of the communication ecosystem itself are key contributors to the prevalence of"coating-style communication".As a vital component of human civilization,advancing civilizational progress is the historical mission of communication.Overcoming"coating-style communication"is a comprehensive historical process that requires further rationalization of the overall ecological civilization,societal operational mechanisms,and communication practices and research,especially by strengthening the civilizational mission and social responsibilities of communicative agents.Overcoming"coating-style communication"plays a crucial role in the high-quality construction of Chinese modernization and Chinese modern civilization.