媒介趣味论趣味传播时代的媒介透视-中国传媒报告.PDF

媒介趣味论:趣味传播时代的媒介透视 李 蓉1 （1.浙江工商大学 人文学院，杭州，310018） 内容摘要:当今时代的媒介传播活动，正在发生从信息传播到趣味传播的转型。这是一个信 息传播与趣味传播共生、并存和交织的时代。在媒介传播中，信息传播是直接性、确定性、 目的性与功能性的方面，趣味传播是其中间接性、隐含性、过程性与非现实功利性的方面。 媒介趣味是趣味传播时代的产物与表征。媒介趣味是以媒介为载体呈现出来的传播内容所蕴 涵的具有集体性、普遍性或类型化的精神意趣。它是传者驱动、受者反馈和媒介形式制约三 方面综合互动的产物，其动力结构应是一种具有交互联系性、独立平等性、可沟通理解性的 间性主体。共感化、符号化、感官化有系统地构成了媒介趣味的内在生成机制，分别主要联 系着媒介趣味的生产、显现与接受。 关键词：媒介研究 趣味传播 媒介趣味 间性主体 Theory of media taste: The perspective of taste communication media Li Rong （1.Chinese College Zhejiang Gongshang University, Hang Zhou, 310018） Abstract: Nowadays media communication is transforming from information communication to taste communication. It is time for information communication and taste communication to accrete, coexist and interact with each other. In media communication, information communication refers to its directness, determinacy, purposiveness and functionality, while taste transmission refers to indirectness, implicitly, procedural and non-utilitarian. Media taste is the product and token of the taste communication. Media taste, defined in this paper, is a spiritual interest with three features: collectivity, universality and stylization, which is generated by the communicators, appreciated by the audience and affected by the media form. Media taste is the product of interactions among the information senders, media and the audience, hence the dynamic construction of media taste is inter-subjectivity, which is involved in the perspectives of alternative affiliation，independency equality and communicable comprehension. Empathy, signalization and sensitization constitute inner creative mechanism which mainly relates with the process of producing, displaying and accepting of media taste. Key word: media research ; taste communication; media taste ; inter-subjectivity 当今世界，大众化媒介高速发展，新媒介不断涌现，传播媒介在社会中发挥着不可替代 作者简介：李