从YouTube官方博客的自我表征看其媒体性质  

A Representative Study on YouTube Official Blog

作　　者：张春波[1] 

机构地区：[1]北京外国语大学,北京100081

出　　处：《国际新闻界》2012年第4期64-69,共6页Chinese Journal of Journalism & Communication

摘　　要：YouTube视频分享网站在全球范围内高举"播报你自己"的旗帜,却先后在25个国家和地区遭遇封锁和驱逐,为新媒体意识形态的讨论提供了又一热议的主题。考察YouTube对自身技术及媒体机制的表征为分析该媒体在现有传播格局中扮演的角色提供了新的视角。对YouTube官方博客2005年至2011年发布的1406篇博文的表征分析表明,YouTube团队对自身传播行为、经营方式与媒体目标的文字表述存在多层次的符号意义,构成了复杂的语义网络,其中对于内容盈利的追求以及对美国社会文化的认同使YouTube自我表征中具有明显的文化消费话语倾向以及美国民族中心主义倾向。Though being hailed as a democratic public sphere where citizens of all corners of the globe can feel free to ＂broadcast yourself＂, YouTube global has been blocked in 25 nation states, and thus adds fuel to the heated debate over the ideological nature of global new media. How does YouTube team define itself, a rebel or a supporter of the traditional communication order？ A study on YouTube self-representation can offer a new perfective for us to learn the nature of the new media. A content analysis on 1406 blog entries released at YouTube official blog seems to reveal a self-representation with multiple layers of ideological meanings in which the consumer cultural discourse and the American cultural centeredness dominate the scene.

关 键 词：YouTube官方博客 自我表征 意识形态 新媒体性质 

分 类 号：G206[文化科学—传播学]