旧理论遭遇新传播:网络科学视角下“意见领袖”研究的困境及出路
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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.
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
[1]Katz,E.,and Fialkoff,Y."Six Concepts in Search of Retirement."Annals of the International Communication Association 41.1(2017):86-91.
[2][美]希伦·A.洛厄里,梅尔文·L.德弗勒著,刘海龙译.大众传播效果研究的里程碑(第3版)[M].北京:中国人民大学出版社,2004.
[3][美]保罗·F.拉扎斯菲尔德,伯纳德·贝雷尔森,黑兹尔·高德特著,唐茜译.人民的选择--选民如何在总统选战中做决定[M].北京:中国人民大学出版社,2012.
[4]Gitlin,T."Media Sociology."Theory and society 6.2(1978):205-253.
[5]Weimann,G.The Influentials:People Who Influence People.SUNY Press,1994.
[6][美]埃弗里特·M.罗杰斯著.唐兴通,郑常青,张延臣译.创新的扩散[M].北京:电子工业出版社,2016.
[7]Merton,R.K."Patterns of Influence:A Study of Interpersonal Influence and of Communications Behavior in a Local Community".Communications research,1948-1949.Eds.Lazarsfeld,P.F.&Stanton,F.N.NY:Harper,1949.
[8]Katz,E."The Two-step Flow of Communication:An Up-to-date Report on an Hhypothesis."Public opinion quarterly 21.1(1957):61-78.
[9][美]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,2016.
[10]张放.论“computer-mediated communication”的中译定名问题--基于学术史与技术史的考察[J].新闻与传播研究,2016(9),第104-112页.
[11]中国互联网络信息中心.第43次中国互联网发展状况统计报告[EB/OL].http://www.cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/201902/P020190318523029756345.pdf.
[12]Sch?fer,M.S.,and Taddicken,M."Mediatized Opinion Leaders:New Patterns of Opinion Leadership in New Media Environments?"International Journal of Communication 9(2015):22.
[13]Bennett,W.L.,and Manheim,J.B."The One-step Flow of Communication."The ANNALS of the American Academy of Political and Social Science 608.1(2006):213-232.
[14]胡翼青.重塑传播研究范式:何以可能与何以可为[J].现代传播,2016(1),第51-56页.
[15]Morse,M.Virtualities:Television,Media Art,and Cyberculture.Bloomington,IN:Indiana University Press,1998.
[16][美]曼纽尔·卡斯特著,夏铸九等译.网络社会的崛起[M].北京:社会科学文献出版社,2001.
[17]黄旦.重造新闻学--网络化关系的视角.国际新闻界,2015(1),第75-88页.
[18][美]约翰·厄里著,李冠福译.全球复杂性[M].北京:北京师范大学出版社,2009.
[19]National Research Council.Network Science.Retrieved from https://download.nap.edu/cart/download.cgi?record_id=11516
[20][美]邓肯·J.瓦茨著,陈禹等译.六度分隔:一个相互连接的时代的科学[M].北京:中国人民大学出版社,2011.
[21][美]米歇尔·沃尔德罗普著.陈玲译.复杂:诞生于秩序与混沌边缘的科学[M].北京:生活·读书·新知三联书店,1997.
[22]Barabási,Albert-László.Network science.Cambridge,UK:Cambridge university press,2016.
[23][美]艾伯特-拉斯洛·巴拉巴西著.沈华伟译.链接:商业、科学与生活的新思维[M].杭州:浙江人民出版社,2013.
[24][美]林顿·C.弗里曼著,张文宏译.社会网络分析发展史[M].北京中国人民大学出版社,2008.
[25]刘军.社会网络分析导论[M].北京:社会科学文献出版社,2004.
[26]Kempe,D.,Kleinberg,J.,and Tardos,é."Maximizing the Spread of Influence through a Social Network."Theory of Computing11.4(2015):105-147.
[27]Ahsan,M.,Singh,T.,and Kumari,M."Influential Node Detection in Social Network during Community Detection."2015International Conference on Cognitive Computing and Information Processing(CCIP).IEEE,2015.
[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”。
[2][美]希伦·A.洛厄里,梅尔文·L.德弗勒著,刘海龙译.大众传播效果研究的里程碑(第3版)[M].北京:中国人民大学出版社,2004.
[3][美]保罗·F.拉扎斯菲尔德,伯纳德·贝雷尔森,黑兹尔·高德特著,唐茜译.人民的选择--选民如何在总统选战中做决定[M].北京:中国人民大学出版社,2012.
[4]Gitlin,T."Media Sociology."Theory and society 6.2(1978):205-253.
[5]Weimann,G.The Influentials:People Who Influence People.SUNY Press,1994.
[6][美]埃弗里特·M.罗杰斯著.唐兴通,郑常青,张延臣译.创新的扩散[M].北京:电子工业出版社,2016.
[7]Merton,R.K."Patterns of Influence:A Study of Interpersonal Influence and of Communications Behavior in a Local Community".Communications research,1948-1949.Eds.Lazarsfeld,P.F.&Stanton,F.N.NY:Harper,1949.
[8]Katz,E."The Two-step Flow of Communication:An Up-to-date Report on an Hhypothesis."Public opinion quarterly 21.1(1957):61-78.
[9][美]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,2016.
[10]张放.论“computer-mediated communication”的中译定名问题--基于学术史与技术史的考察[J].新闻与传播研究,2016(9),第104-112页.
[11]中国互联网络信息中心.第43次中国互联网发展状况统计报告[EB/OL].http://www.cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/201902/P020190318523029756345.pdf.
[12]Sch?fer,M.S.,and Taddicken,M."Mediatized Opinion Leaders:New Patterns of Opinion Leadership in New Media Environments?"International Journal of Communication 9(2015):22.
[13]Bennett,W.L.,and Manheim,J.B."The One-step Flow of Communication."The ANNALS of the American Academy of Political and Social Science 608.1(2006):213-232.
[14]胡翼青.重塑传播研究范式:何以可能与何以可为[J].现代传播,2016(1),第51-56页.
[15]Morse,M.Virtualities:Television,Media Art,and Cyberculture.Bloomington,IN:Indiana University Press,1998.
[16][美]曼纽尔·卡斯特著,夏铸九等译.网络社会的崛起[M].北京:社会科学文献出版社,2001.
[17]黄旦.重造新闻学--网络化关系的视角.国际新闻界,2015(1),第75-88页.
[18][美]约翰·厄里著,李冠福译.全球复杂性[M].北京:北京师范大学出版社,2009.
[19]National Research Council.Network Science.Retrieved from https://download.nap.edu/cart/download.cgi?record_id=11516
[20][美]邓肯·J.瓦茨著,陈禹等译.六度分隔:一个相互连接的时代的科学[M].北京:中国人民大学出版社,2011.
[21][美]米歇尔·沃尔德罗普著.陈玲译.复杂:诞生于秩序与混沌边缘的科学[M].北京:生活·读书·新知三联书店,1997.
[22]Barabási,Albert-László.Network science.Cambridge,UK:Cambridge university press,2016.
[23][美]艾伯特-拉斯洛·巴拉巴西著.沈华伟译.链接:商业、科学与生活的新思维[M].杭州:浙江人民出版社,2013.
[24][美]林顿·C.弗里曼著,张文宏译.社会网络分析发展史[M].北京中国人民大学出版社,2008.
[25]刘军.社会网络分析导论[M].北京:社会科学文献出版社,2004.
[26]Kempe,D.,Kleinberg,J.,and Tardos,é."Maximizing the Spread of Influence through a Social Network."Theory of Computing11.4(2015):105-147.
[27]Ahsan,M.,Singh,T.,and Kumari,M."Influential Node Detection in Social Network during Community Detection."2015International Conference on Cognitive Computing and Information Processing(CCIP).IEEE,2015.
[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”。