从麦克卢汉到莱文森-中国传媒报告.PDFVIP

从麦克卢汉到莱文森：新媒体 iPad 的媒介进化分析 ——兼论技术决定论的逆转与人性化媒介 郑和顺 杨尚鸿① （重庆大学文学与新闻传媒学院，重庆 400030；重庆大学美视电影学院，重庆 400030） [摘 要] 新媒体 iPad 是媒介环境中的新生态媒体，是媒介进化的新形态，也是媒介 研究的新课题。以“人性化趋势”和“补救性媒介”构建的“媒介进化论”是媒介理论从麦 克卢汉到莱文森的继承和修正。它强调人对技术的主导能力和控制能力，主张媒介的进化是 在模仿人类的感知模式和认知模式，是在复制人体系统的某些功能而越来越像人，因此未来 的媒介将是“人性化媒介”。用媒介进化论分析 ipad 可见：它就是一个“人性化媒介”，一 方面整合了“模仿人类的感知模式和认知模式”的众多媒介的“小生境”，延伸了人的触觉， 从而越来越像人；另一方面更加人性化的体验设计，体现“个人化、选择性”的要求，彰显 “人性化媒介”使人享有主导权、感受愉悦的宏旨。 [关键词] iPad；麦克卢汉；莱文森；媒介进化论；人性化媒介 From McLuhan to Levinson: Analysis of New Media “iPad” from the Perspective of Media Evolution Zheng Heshun Yang Shanghong (School of Literature and Journalistic Communication, Chongqing University, Chongqing, 400030, China; Meishi Film Academy of Chongqing University, Chongqing, 400030, China ) Abstract: “IPad” as a new media is a new media evolution form and ecology as well as a new topic in media studies. Based on the main theories of “humanised tendency” and “remedial media”, the “Media Evolution Theory” has experienced continuous inheritance and amendments from McLuhan to Levinson. It emphasizes human being’s leading and dominant role to technology as it advocates that the process of media evolution imitates human being’s patterns of perception and cognition. Media duplicates human being ’s body functions and resembles them very much. Thus, from the perspective of media evolution, the media will become humanised media. On one hand, it extends human ’s sense of touch; on the other hand, as more and more humanized design of “ipad” meets the needs of personalization and free selectivity, it finally satisfies the sense of dominance and unrestrained for human beings. Key words: iPad; McLuhan; Levinson; Media Evolution Theory; Humani