传媒影响力:在传播效率与传播公正之间  

The Media Influence:between Media Efficiency and Media Justice

作　　者：张军华[1] 

机构地区：[1]广东商学院新闻传播系,广东广州510320

出　　处：《河北大学学报（哲学社会科学版）》2011年第4期106-110,共5页Journal of Hebei University(Philosophy and Social Science)

基　　金：2010年教育部社会基金项目<当代媒介转型中的传播规范问题研究>(10YJD860002)

摘　　要：在当代传播实践中,影响力逻辑似乎已成为传播业界奉行的不二法则。但是,因为我们对此的理解存在着一定的偏差和误读,所以对传媒影响力的片面追求给当前传播实践带来了诸多让人忧思的问题。从理论和现实二个层面上对此展开较为详尽的分析之后指出:当前传播实践中普遍流行的影响力逻辑,在很多时候被人们简化成为了一种片面的传播效率论,它总是有意无意地回避对公共性、公正性等价值属性的回答。为此,我们只有深入研究传播效率与传播公正的辩证关系,才能准确而全面地理解当代大众传播的影响力逻辑,并以此有效地指导大众传播实践的健康顺利发展。In modern communication practice, the media influence logic seems to become a very important principle. However, because of some deviation and misreading in our understanding of this matter, it gives raise to many worrisome problems. By analyzing this matter based on theory and practice in this paper, it can be concluded that the media influence logic, which is popular in the practice of communication, is often simplified to be a unilateral law of media efficiency, and avoids answering the question of media justice deliberately or unwittingly. Therefore, we must discuss deeply the dialectical relationship between media efficiency and media justice, to understand comprehensively the media influence logic in modern communication, and direct effectively the development of communication practice in a healthy way.

关 键 词：传媒影响力 传播效率 传播公正 

分 类 号：G206[文化科学—传播学]