新媒介形态与新尺度——“媒介分析理论”的宏大观照

New Medium Status and New Criterion: a Grand Picture of Medium Analysis Theory

“媒介分析理论”一反内容分析的惯常套路,注重研究媒介形态自身对社会的影响,特别是与社会变迁之间的关系,提供了考察社会的另一种角度。本文以这一理论卓有建树的四位学者,即英尼斯、麦克卢汉、利文森和梅罗维茨为分析对象,探查媒介分析理论的独创性,以引起人们对这种研究方法的重视,推进对这一理论的深入研究。

Medium Analysis Theory breaches through the normal thinking of content analysis, and focuses on the influence of studying medium status itself on society, especially the relations between itself and social changes, providing another perspective in social investigations. This paper focuses on four outstanding figures that are responsible for establishing this theory, namely Harold A Innis, Marshall Mcluhan, Paul Levinson and Joshua Meyrowitz, and discusses the originality of medium analysis theory so as to arouse people's attention on this methodology and push forward further studies in this field.