当前媒体流程中媒体与受众互动的位置配置

T. Semilet
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引用次数: 0

摘要

作者分析了传播过程的两个关键要素--大众媒体和受众--之间的各种结构和功能联系。这种联系的构成反映了现代媒体的现实状况,也是主客观因素共同作用的结果:大众传播向数字互联网银河系漂移,媒体互动领域急剧扩展,网络结构和网络空间的根瘤构成对传播者的主体性和媒体产品的地位产生了均衡影响;事件与新闻范式的传播,积极寻求与受众互动的新形式,重新定义新闻业的使命及其在媒体空间中的地位。在对现代新闻实践、其理论依据及其支持者的说明进行研究的基础上,文章确定并描述了媒体与受众之间互动的五种基本形式:媒体主导受众、媒体决定受众、媒体与受众平等并相互影响、媒体与受众合作创造媒体产品、媒体服务于受众的日常需求。通过分析记者对受众所持的立场或在此情况下所采取的立场,可以从传播者的主观视角、制作内容的方式、主题的选择、产品所包含的价值和意义等方面揭示出媒体流程的模式;其理想的实质内容更新了新闻的意义和使命问题。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Positional Configurations of Media-Audience Interaction in Current Media Process
The author analyzes various types of structural and functional connections between two key elements of the communication process – mass media and its audience. The configurations of such connections are a reflection of the realities of modern media landscape and the result of objective and subjective factors: mass communication drift towards the digital Internet Galaxy, dramatic extension of media interactivity area, equalizing influence of the net structure and rhizomorphic constitution of cyberspace on the communicators’ subjectivity and the statuses of media products; spread of event-and-news paradigm, active search of new forms of interaction with the audience, redefining the mission of journalism and its place in media space. Based on the research of modern journalism practices, their theoretical grounds and their supporters’ notes, the article identifies and describes five basic configurations of interaction between media and the audience: media dominating the audience, media determining the audience, media and audience being equal and influencing each other, media and audience collaborating in creating media products, media serving the everyday needs of their audience. The analysis of the positions that journalists take towards the audience or get into under the circumstances reveals the modes of media process from the communicator’s subjectivity point of view, ways of making content, selection of topics, values and meanings the product contains; and their ideal substance updates the issues of the meaning and the mission of journalism.
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