传受合一:媒介融合的思想基石

发布时间：2018-04-26 14:12

本文选题：传受 + 媒介融合　；参考：《新闻爱好者》2015年07期

【摘要】：在泛媒体时代,每个人都是传播者、沟通者,也是行动者。如何达成更有效的共识,就是一个非常重要的问题。我们恐怕要告别以往熟悉的线性叙事、宏大叙事、确定性思维的模板了,一定会进入互动的、碎片化的、充分链接的、彼此依存的叙事模式。从技术上来说,互联网解放了人,让人的自由表达在充分连接的网络结构下,获得自我组织。信息是流动的,意见是流动的,意义也是流动的。在今天的媒介营销环境中,内容、渠道、品牌、消费行为之间,很难找到清晰可辨的边界。媒介不再是售卖者,而是组织者、召集者、聚合者和导引者。虽然这一身份看上去还比较传统,但在不断流变的信息空间里,毕竟需要有一种秩序框架。但是切记,不能以为这是对媒介的某种赋权,媒介不能以此充当某种代言人。它只是一个平台,一个承载河流的河床而已。
[Abstract]:In the pan-media age, everyone is a communicator, communicator, and actor. How to reach a more effective consensus is a very important issue. We are afraid to say goodbye to the familiar linear narrative, grand narrative, deterministic thinking template, will certainly enter the interactive, fragmented, fully linked, interdependent narrative mode. Technically, the Internet liberates people and allows them to freely express themselves under a fully connected network structure. Information is fluid, opinion is fluid, and meaning is fluid. In today's media marketing environment, it is difficult to find a clear boundary between content, channel, brand and consumer behavior. Media are no longer vendors, but organizers, conveners, aggregators and guides. While this identity may seem more traditional, a framework of order is needed in the ever-changing information space. But remember, this can't be regarded as some kind of empowerment of the media, the media can not act as some kind of spokesperson. It's just a platform, a bed of rivers.
【作者单位】：财讯传媒集团;
【分类号】：G206

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