对斯迈思受众商品理论的一种整体性解读  

Holistic Interpretation of Smythe’s Audience Commodity Theory

作　　者：杨晴 YANG Qing(School of Marxism,Renmin University of China,Beijing 210079,China)

机构地区：[1]中国人民大学马克思主义学院,北京100872

出　　处：《武汉理工大学学报（社会科学版）》2024年第5期74-80,110,共8页Journal of Wuhan University of Technology:Social Sciences Edition

摘　　要：立足于整体性视角,斯迈思的受众商品理论揭示的是以广告商和大众传播系统为枢纽的商品生产、流通的整体经济关系,而不是传播中的受众、大众传播系统和广告商三者之间的简单经济关系。斯迈思在不同语境下使用“受众”概念,“受众”在商品生产、流通过程中具有生产资料、消费者、劳动者与资本家等不同所指。其中,“受众商品”概念不成立使受众的生产资料定位受到挑战。尽管如此,广告商和大众传播系统的结合为需求管理提供了最佳的模式,一方面促进待出售商品的消费,另一方面创造新的消费需求,广告商和大众传播系统由此成为连接商品生产和流通、进行需求管理的重要枢纽。在商品生产、流通的整体经济关系中,广告商和大众传播系统之间形成合谋关系而非“受众商品”买卖双方的关系,广告商和大众传播系统的收入则来自于生产领域剩余价值的转移。信息技术在传播领域的广泛应用给当代垄断资本主义带来新的变化,但并不改变资本主义必然灭亡的历史命运。Based on the holistic perspective,Smythe’s audience commodity theory reveals the overall economic relationship of commodity production and circulation,which is centered on advertisers and mass communication system,rather than the simple economic relationship among audience,mass communication system and advertisers in communication.Smythe uses the concept of“audience”in different contexts.In the process of commodity production and circulation,“audience”has different meanings such as means of production,consumers,laborers and capitalists.Among them,the concept of“audience goods”is not valid,which challenges the orientation of audience’s means of production.Nevertheless,the combination of advertisers and mass communication system provides the best model for demand management,on the one hand to promote the consumption of goods to be sold,on the other hand to create new consumer demand,advertisers and mass communication system thus become an important hub connecting the production and circulation of goods and demand management.In the overall economic relationship of commodity production and circulation,the collusion relationship is formed between advertisers and the mass communication system rather than the relationship between the buyers and sellers of“audience goods”,and the income of advertisers and the mass communication system comes from the transfer of surplus value in the production field.The extensive application of information technology in the field of communication brings new changes to the contemporary monopoly capitalism,but it does not change the historical fate of the inevitable demise of capitalism.

关 键 词：受众 广告商 大众传播系统 生产 流通 需求管理 

分 类 号：B089.1[哲学宗教—哲学理论] F062.5[经济管理—政治经济学] G206.3[文化科学—传播学]