清代传媒文化论  

On the Media Culture of the Qing Dynasty

作　　者：程丽红[1] 焦宝[2] 

机构地区：[1]辽宁大学新闻与传播学院,沈阳110136 [2]吉林省社会科学院,长春130033

出　　处：《复旦学报（社会科学版）》2015年第2期117-125,共9页Fudan Journal（Social Sciences）

基　　金：教育部新世纪优秀人才支持计划"清代新闻传播专门史研究"(项目批准号:ncet-12-0243);国家社会科学基金项目"清代新闻传播史研究"(项目批准号:12BXW011)的阶段性成果

摘　　要：清代前中期,清廷通过官方公文、报刊系统的传播及书籍纂修等组织传播来建构封建主流文化,并充分利用和开发民间报刊、书籍出版、传统广告等渠道扩大主流文化的传播网络,将大众传播纳入维护封建治体的文化轨道,甚至对难以管控的社会传闻,有时也能有效利用,以达到维护统治的目的。清廷所奉行的传播一统化观念得以顺利贯彻和实施,社会传播体系在一元结构下有序发展,在维护封建治体的轨道内运行。清末帝国统治式微,社会渐趋近代化,传媒文化趋向多元并存:近代报刊的崛起,宣告了传媒文化性质的根本改变;演说及报刊中的演说文,则以巨大的宣传效应迎合了清末"启蒙"的社会思潮;书籍出版文化的近代化,则使其成为近代思想文化的主要载体与表征;近代广告中也呈现出商业文化的变迁。清代传媒文化充分展现出对社会政权系统的"整合"与"颠覆"功能,促进社会思想文化体系从"封闭"走向"开放",从而阻滞与导引社会观念的变迁。在古代传媒与近代传媒的此消彼长不断交融中,传媒文化成为旧体制、旧文化的掘墓力量。Before the mid-Qing Dynasty, Qing government constructed feudal mainstream culture through the official documented, newspapers and books system and other organizational communication, and took advantage of the development of the folk press, book publishing, advertising and other traditional folk channel to expand the mainstream culture propagation network; mass communication was included in the culture orbit for the maintennaee of the feudal domination system, and even the social rumors which were difficult to control sometimes could be effectively utilized to achieve the purpose of maintaining the rule. The unified communication concept pursued by the Qing government implemented smoothly and the orderly development of social communication system in the unitary structure operated in the track of maintenance of feudal domination system. Later on, with the gradual decline of the imperial domination and social modernization, the media culture presented the characteristics of multicuhural coexistence. The rising of the modern newspaper declared a fundamental change in the nature of media culture; the huge publicity effect of speech and the speech text in the press met the social thought of ＂enlightenment＂ ; the modern culture of book publishing became a main carrier and the characterization of the modern ideology and culture; Modern advertising was also showing commercial and cultural changes. Media culture of the Qing Dynasty presented its ＂ integrated＂ and ＂subversion＂ function to the social reflected the effect of media culture system, and promoted cultural system of on the changes of social attitudes. In the thought from ＂ closed＂ to ＂open＂, wake of the constantly blending and position shifting between the ancient and modern media, the media culture had become a gravedigger of the old cultural system.

关 键 词：传媒文化 清代社会变迁 传播 主流文化 

分 类 号：G206[文化科学—传播学]