“四次转型”:传播生态科学化的探索与启示  

"Four Transformations":Scientific Exploration and Revelation of Communication Ecology

作　　者：路善全[1,2] 

机构地区：[1]武夷学院人文与教育学院 [2]中国社会科学院新闻与传播研究所

出　　处：《中国社会科学院研究生院学报》2011年第2期78-84,共7页Journal of Graduate School of Chinese Academy of Social Sciences

基　　金：福建省社会科学规划基金项目(编号2008B2067)系列研究成果之一

摘　　要：传播生态科学化探索的"四次转型",指的是改革开放以来我国传播生态表现出的由"媒体企业化特征"逐步取代"媒体事业化特征"的转型,以"媒体集团化、产业化特征"逐步取代"媒体单一化特征"的转型,以"媒体上市化、跨区域联盟化为特征"应对"媒体全球化特征"的转型,以"媒体融合、三网融合为特征"应对"传统媒体市场萎缩为特征"的转型。在这些转型探索中,传播生态的各要素在生态系统的动态平衡中不断优化。传播生态科学化探索的"四次转型",是"体现时代性、把握规律性和富于创造性"的政治成果,也是理论上、实践上的必然选择。进一步致力传播生态科学化建设,需要大力推进传播外生态、传播内生态和传播新生态的科学化。＂Four transformations＂ of scientific exploration on communication ecology refers to Chinese communication ecology＇s transformations from ＂media enterprise features＂ to ＂media commercialization features＂ ; from ＂simplification of media＂ to ＂collectiviza- tion and industrialization of media＂ ; taking media marketing and cross-regional alliance as characteristics dealing with the media globalization ;taking media convergence and three net fusions as characteristics dealing with the traditional media market atrophy. In this transition exploration, the various essential factors of communication ecology are optimized unceasingly in ecosystem＇s dynamical equilibrium. The four transformations of scientific exploration on communication ecology are political achievements which embody the times, follow the law and fill with creativeness; they are also the inevitable choices both in theory and in practice. Further construction of communication ecology should focus on the promoting the scientization of external ecology, internal ecology and new ecology of communication.

关 键 词：转型 传播生态 科学化 探索 启示 

分 类 号：G206[文化科学—传播学]