摘要
本文立足社会关系重构和传播实践变革的时代背景,探讨意见领袖研究如何"再出发"的问题。面对网络社会新传播实践,意见领袖研究陷入了困境。这是旧理论遭遇新传播的困境,是结构功能主义范式的困境。基于对意见领袖概念嬗变和现实困境的梳理和分析,本文提出,网络科学提供了契合网络社会和新传播实践的研究范式,可以通过引入网络科学的视角和方法以影响力节点概念接续意见领袖研究。这种接续也折射了传播学研究范式重塑的可能。
The present study examines how the research on opinion leaders should "restart" on the basis of the historical background of social construction and communication practice innovation. The research on opinion leaders encounters a predicament when facing new communication practice in a Network Society. This is a predicament when old theories meet new communication, and also a predicament of the structural functionalism paradigm. By combing and analyzing the evolution of the concept of opinion leader and its realistic predicament, we propose that Network Science provides a research paradigm to combine network society and new communication practice. Researchers can introduce the perspectives and methods of Network Science and use the concept of Influential Nodes to continue the research on opinion leaders. This continuation reflects the possibility to reshape communication research paradigms.
引文
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[1]英文原文见Paul F.Lazarsfeld,Bernard Berelson,Hazel Gaudet.The people's choice:How the voter makes up his mind in a presidential election.New York:Duell,Sloan&Pearce,1944:151.译文引自伊莱休·卡茨,保罗·F.拉扎斯菲尔德著,张宁译.人际影响:个人在大众传播中的作用[M].北京:中国人民大学出版社(1955/2016),第292页。
[2]“computer-mediated communication”一词的中文译法并不统一,常见译法包括“计算机中介传播”“网络传播”“计算辅助传播”等。张放在《论“computer-mediated communication”的中译定名问题--基于学术史与技术史的考察》一文中探讨了该词的译法,认为“计算机中介传播”和“计算机辅助传播”等译法属于直译,前者略显拗口,后者“严格来说属于错译”。而“网络传播”属于意译,“包含了原初意义和发展变化趋势,又符合汉语表达习惯,指涉对象清晰明确”。参照此文,笔者结合自己对“computer-mediated interpersonal communication”一词的理解将该词译为“网络人际传播”。