【作者】 盛志宏；

【导师】 谢舜；

【作者基本信息】 广西大学 ， 传播学， 2004， 硕士

【摘要】 网络被称为“第四媒体”，事实上，它是与报纸、广播及电视完全不同的新一代媒体，而网络传播则整合人际传播、组织传播与大众传播，形成了人——机——人的信息传播模式，这使得整个传播呈现出“人际化”的趋势，人成为传播学研究的重点。网络受众包括传统意义上的传者与受者，他们的心理特征表现为匿名心理、角色扮演心理、选择心理及从众心理。这些心理特征导致了失范行为，究其本质是技术对人的异化，而网络技术对人的异化，是通过刺激人对信息的消费欲望来实现的。人类正在为进入自我生活的时代而奋斗，网络为此提供了技术上的支持，但是，人必须摆脱异化。为此，我们需要一种以自我节制为内涵、以自我幸福为目标的伦理，我们称其为“自我伦理”。所谓网际自我伦理是指，网络受众通过自我调适，适度控制对信息的欲望，从而获得自我实现与自我幸福；与此同时，受众应通过对“主我”与“客我”的平衡，顾及到另一极传播主体的利益。网际自我伦理的实践，可以在保证传播主体自身利益的同时，实现传播主体之间利益的均衡，这必将促使网络传播走出失范状态，朝着稳定有序的方向健康发展。更多还原

【Abstract】 Internet is called "the Forth Media". In fact, it is a medium of new generation that is thoroughly different from newspaper, broadcasting, and TV. Whereas, Internet Communication forms the communication model of "individual - computer - individual" by converging the interpersonal communication, organizational communication, and mass communication. This makes the whole communication fall into a trend of "interpersonalization". As a result, the individuals become the focus of communication study. The Internet audience refers to the communicators and receivers in the conventional sense. Their psychological features include that of cryptonym, role-play, alternation, and following others. The psychological features mentioned above can often lead to anomie whose essence is the alienation of human beings by technology. The alienation of human beings by network technology is achieved by stimulating people’s lust of information consumption. Internet provides technological support for human beings’ struggling for the era of self-living. However, the precondition is that human beings should have to shake off the alienation. Therefore, we need an ethic that we call "self-ethic". It regards self-discipline as mean and self-happiness as object. The so-called Internet Communication self-ethics refers to the Internet audience accomplishes their self-realization and self-happiness by self-adjustment and adequate control over the lust of information. At the same time, the audience should realize the consideration for the individual at the other end by the balance between "I" and "me". The practice of Internet Communication Self-ethics can not only ensure the benefit of the subject himself, but also realize the balance of benefit between subjects. This will make Internet Communication shake off the situation of anomie, and advance towards stability and orderness.更多还原