“公共领域”转场的SWOT分析:从大众媒体到社交媒体的机遇与威胁  

SWOT Analysis of Public Domain Transition: Opportunities and Threats from Mass Media to Social Media

作　　者：张焱 李天语[1] 车敬笑 ZHANG Yah;LI Tian-yu;CHEJmg-xlao(School of Journalism and Communication,Tsinghua University,Beijing 100084,China;School of Journalism and Communication,Xinjiang University of Finance and Economics,Urumqi 830012,China)

机构地区：[1]清华大学新闻与传播学院,北京100084 [2]新疆财经大学新闻与传播学院,新疆乌鲁木齐830012

出　　处：《海南广播电视大学学报》2018年第3期48-52,共5页Journal of Hainan Radio & TV University

基　　金：教育部人文社会科学研究规划基金项目"基于微博表达权与‘理想的传播情景’"(编号:11YJA860021)成果之一

摘　　要：媒介演进历史是一个"去中心化"过程,社交媒体赋予公众"话语权",完成了普通民众"嘴巴"的延伸。新时代让旧有的大众传播理论被重新审视,而新情况又催生了新解释框架。哈贝马斯的理想"公共领域"情境也不例外。认为"公共领域"在互联网时代正从大众媒体向社交媒体"转场",它尝试从"现实的乌托邦"走向"虚拟再造"。然而"不尽知用兵之害者,则不能尽知用兵之利","转场"是一种趋势,但并非一种"完美"的结果,其潜藏的"威胁与劣势"甚至与"机遇与优势"一样巨大,意欲让互联网在"公共领域"中发挥正面影响及作用,就必须了解其对于"公共领域"带来的潜在危机。从媒介历史演进角度,以SWOT分析法为框架,结合访谈与案例,解释这种"转场"的可能性,以及这种"转场"未来的"机遇"与"威胁"在何处。The evolution history of media is a process of decentralization. Social media gives the public right to speak and completes the extension of ordinary people＇s mouth. The new era has allowed the old mass communication theory to be revisited, and the new situation has spawned a new inteqaretation framework. Habermas＇s ideal public domain scenario is no exception. This article believes that the public domain is changing from mass media to social media in the Internet age. It tries to move from real-life utopia＂to virtual reengineering. Transition is a trend, but it is far from being a perfection. As a result, its hidden threat is even as great as opportunity. From the perspective of the historical evolution of media, this article uses the SWOT anal- ysis as a framework, combining interviews and cases to try to explain the possibility of this transition and where the opportunity and threat of this transition will take place.

关 键 词：社交媒体 大众媒体 公共领域 SWOT分析 媒介演进 

分 类 号：G206[文化科学—传播学]