【作者】 李蓉；

【导师】 邵培仁；

【作者基本信息】 浙江大学 ， 中国现当代文学， 2009， 博士

【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。载体形式的嬗变,特定时间与空间结构,以及社会分层状态,都与媒介趣味的存在构成复杂的联系。从集中到分散,再到感官偏倚与多元互动,媒介形式变革带来了媒介趣味状态的流动变化。媒介化时间的涌现与时间化媒介的膨胀,体现了现代社会媒介与时间的复杂关系结构,也构成了媒介趣味在时间结构上的生成。在整合与分层的媒介地理空间中,媒介趣味以想象和虚拟的状态存在。媒介趣味是社会分层的反映及结果,具有社会身份的区隔作用。媒介趣味蕴涵着特殊的经济价值、文化价值与社会价值,对当代媒介的创新发展具有重要意义。媒介趣味是当代媒介经营战略的核心竞争力与资源之一,是检验媒介定位的重要标尺,也是创造、扩散与延伸媒介品牌的要素。在体验经济的新经济形态背景下,媒介趣味的体验性、共同体效应以及与受众的互动生成机制,构成了媒介思维创新的动力资源。动态平衡是媒介趣味生态和谐的根本原则。现代社会的媒介趣味异化现象引人注目。媒介趣味间性主体结构中的构成要素发生主体性偏倚,是媒介趣味异化的根本原因。媒介奇观、媒介麦当劳化、病态时尚、网络哄客等以不同的趣味主体偏倚呈现了媒介趣味异化的病象。媒介责任意识与导向意识的强调,有利于实现媒介趣味的提升。大众媒介作为从事信息生产和传播的专业化传播组织,大量生产、复制和传播信息,同时也集中、广泛地反映、制造和表达着媒介趣味。大众媒介应成为趣味信息的把关人、趣味议程的设定者与趣味环境的构建者。更多还原

【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, implicity, 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.There are complex relations between media taste and those, changes of media vehicles, special structures of time and space and status of social stratification. Transformations of media forms bring media taste some flowing changes, from concentration to separation, then to sense bias and multi-interaction. The presentation of mediated-time and expansion of timed-media not only show complex relationships between media and time in the modern society, but also constitute the generation of the media taste based on time structure. The media taste is imaginative and fictitious in the space of media geography, which is characterized by integration and stratification. As the reflection and result of social stratification, media taste has the function of segment in social status.The media taste, which has significant meaning to the innovation development of contemporary media, contains special economic, cultural and social value. Media taste, as one of the core resources and competitiveness of media management strategy is an important measure of the position of media, and a vital element to create, spread and extend the media brand. Under the background of experience economy, the experience of the media taste, community effect and generative mechanism of audience interaction, constitute the dynamic resources of media thinking innovation.Homeostasis is the radical principle for the harmony of the ecology in media taste. The communication of media taste in modern society is very remarkable, because the elements of media taste inter-subjectivity have their subjective bias. Media spectacles, the Mcdonaldization of the media, morbid fashion, and the netizens’ noise are showing the unhealthy phenomena of media taste dissimilation in different form of taste subjective bias.Reinforcing the conscious of media responsibility and orientation will do benefit to improve the media taste. The mass media, as specialized communication organization for information production and communication, not only substantially manufacture, copy and communicate information, but also intensively reflect, produce and express media taste. Mass media should be the gatekeeper of the taste information, the designer of the taste agenda, and the constructor of taste environment.更多还原