文明传播中的受众动机与传播效果  

Motivations of Audience and Communication Effect of the Civilziational Communication

作　　者：白文刚[1] Bai Wengang

机构地区：[1]中国传媒大学政治传播研究所

出　　处：《南京社会科学》2016年第12期92-99,共8页Nanjing Journal of Social Sciences

基　　金：国家社科基金重大项目"中国特色政治传播理论与策略体系研究"(11&ZD075);教育部留学归国人员科研启动基金项目"古代中国国家认同建构中的政治传播及其现代价值研究"(JLJ1401)的阶段性成果

摘　　要：文明传播是最高层级人类社会之间的传播活动。借用现有的传播理论来考察文明传播,不仅有益于我们对文明传播活动的理解,而且有益于传播理论的发展和完善。西方文明在近代中国传播的"西学东渐"运动,是典型的文明传播案例。从传播的视野来看,是西方文明的传播方式激发了近代中国的富强中心观,而在寻求富强的动机主导下,处于受众身份的中国文明通过选择性认同与特色式解码的方式,深刻影响了西方文明在近代中国的传播效果,充分体现了受众的主动性,但也不可避免地对西方文明产生了某种程度的误读。今天的中国,需要适时调整动机,才能更理想地实现中西文明传播的真正价值。这一案例也启示我们,传播效果优劣的标准要远比现有理论设想得复杂,传播理论的推进有赖于传播研究打破建立在大众传播研究基础上的学科藩篱。Civilizational communication is of the highest level. It is not only helpful for us the communication activity between human societies to understand the civilizational communication activities, but also beneficial to the development and improvement of communication theory by using exist- ing communication theory to explore civilizational communication. The Eastward Dissemination of Western Learning, which is Western civilization spreading in modem China, is a typical case of civi- lizational communication. In the perspective of communication, the dissemination pattern of Western civilization stimulated the concept of wealth and power, which is the dominant thought in modern China. When the motivation of searching wealth and power took the lead, as a receiver, by selective identification and unique encoding, Chinese civilization influenced the communication effects of western civilization profoundly. Although it fully reflected the initiative of a receiver, the misunder- standing of western civilization is inevitable. Now, in order to achieve the real value of eivilizational communication between the West and China, it is appropriate to adjust our motivation. This instance also indicates us that the assumption of what is good communication effect in current communication theory is simple. The advance of communication theory depends on communication research breaking through the intellectual silo based on mass communication research.

关 键 词：文明传播 受众动机 传播效果 

分 类 号：G206[文化科学—传播学]