华夏传播理论建构试探：从“传播的传递观”到“传播的接受观”  

On Construction of Huaxia Communication Theory: from A Transmission View of Communication to A Reception View of Communication

作　　者：姚锦云[1] 邵培仁[2,3] 

机构地区：[1]暨南大学新闻与传播学院,广州510632 [2]浙江大学传播研究所 [3]浙江大学传媒与文化产业研究中心,杭州310028

出　　处：《浙江社会科学》2018年第8期120-128,共9页Zhejiang Social Sciences

基　　金：本文系2017年教育部人文社科青年基金项目＂先秦儒家传播思想与春秋战国的政治沟通＂(17YJC860031)成果之一.

摘　　要：建构华夏传播理论,需要厘清何为理论、如何建构理论的问题。前者是知识论问题,我们可以从韦伯、吉登斯、格尔茨和凯瑞的思想中获得启示;后者是方法论问题,我们可以向凯瑞和黄光国学习。在他山之石的指引之下,我们尝试建构"传播的接受观"(a reception view of communication)理论。其首要问题是,传播不等于"传",而是"传-受之链","受"与"传"都是传播过程的重要部分。相对于现代西方传播学"传"的传统,中国人更侧重于"受"的传播观念。一方面,"传播的接受观"是对中国古代传播现实的表征。例如在文人雅士中流行"观""味""知"的传播观,庄子、慧能与王阳明等儒释道思想家也倾向于接受中的主体性,可以称之为"接受主体性"(receiving subjectivity)。另一方面,"传播的接受观"能为新的传播现实提供表征,具有一定的解释力。例如很多传播事件会出现始料未及的后果,或许原因多出在"受"的方面,而非仅仅是"传"的方面。"传播的接受观"不仅意味着视角的转换,更意味着立场的转移,使得华夏传播研究转向作为个体的、具体的、能动的受者,而非作为群体的、抽象的、被动的受众。这样的视角有助于呈现一个鲜活的中国古代世界,同时也有助于加深对当下传播问题的理解。In order to construct Huaxia communication theory we have to,on the one hand,understand what a theory is,and,on the other hand,learn how to construct a theory.Indeed,while the former is largely a question of epistemology,for which we can draw inspiration from Weber,Giddens,Geertz and Carey,the latter is a matter of methodology and for what we can learn from Carey and Huang Guangguo.Under the guidance of these predecessors,here we try to construct a reception view of communication.The foremost question is communication does not equal transmission,but rather contains"the chain of transmit-receive".The aspects of"receive"and"transmit"are both important.Compared to the tradition of transmission models in modern western communication studies,we Chinese focus more on the reception of communication.A reception view of communication is a representation of the reality of ancient Chinese communication,for example,the ideas of"guan","wei"and"zhi"in communication,whereas Zhuangzi,Huineng,Wang Yangming and other Confucians,Buddhist or Daoists tend to emphasize the subjectivity of reception,which might be called"Receiving Subjectivity".For another,a reception view of communication can be a representation for new communication reality,with a certain degree of explanatory power.In most cases,the unexpected results of many communication events are due to the aspects of"receive"rather than"transmit".Not only does a reception view of communication mean the shift of perspective,it also transfers the standpoint,enabling the studies of Huaxia communication to pay more attention to the individual,specific and dynamic recipient instead of the communal,abstract and passive audience.This perspective may help to present the vividness of ancient Chinese world and to better understand the current communication problems.

关 键 词：华夏传播 本土化 理论 概念 方法论 传递观 接受观 

分 类 号：G206[文化科学—传播学]