网络媒体的技术演进及对拉斯韦尔模式的反思
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摘要
互联网自诞生就以信息的储存、传递与共享为要义,其存在依靠每一个用户作为参与者的贡献。作为一种媒介技术,互联网经历了Web1. 0、Web2. 0到Web3. 0等数次演变,从挑战传统信息控制、颠覆传播关系、重建媒介权力生态等不同层面冲击着大众传媒对信息的垄断权。人工智能作为当下互联网技术发展的重心,广泛介入网络媒体的信息生产与传播领域。在此媒介发展背景下,需要对作为大众传播时代经典范式的拉斯韦尔模式进行反思,互联网媒介重新诠释了拉斯韦尔模式的各个核心要素,以其变革力量重塑这些要素以及相互之间的关系。从传受关系来看,新闻写作机器人等人工智能技术在提高新闻生产效率的同时也变革了新闻传播生态。人与技术的"座架式"关系取代了大众传播中的发送者-接收者之间的二元关系。人工智能技术强大的数据信息统计、存储、采集、分析功能,以及精准的信息传播能力,取代了传统媒体的"发送者"主体地位,同时也几乎掌控了普通受众作为"接收者"的信息、娱乐、社交,这恰恰是海德格尔所说的"座架"力量对现代传媒稳固结构的内部拆解。传播渠道方面,以网络技术为基础的"新媒介"层出不穷,网络媒介几乎不需要有"专业化"的传媒人的操作,人工智能既可以替代记者、编辑对信息进行智能把关,还可以替代媒介经营人员,实现注意力变现与媒介营销。传播渠道的专业化壁垒被打破,组织结构全面革新,并由此带来行政规制的普遍失效。在互联网"用户创造内容"(UGC,User Generated Content)的信息生产模式下,"人人都是记者""人人都是传者"成为可能。网络内容的用户自生产消解了大众传媒的内容生产权。新闻专业主义所追求的一系列行业规范被颠覆和抛弃,新闻机构的品牌享有与受众覆盖越来越难以兼得。这直接导致传播效果的指向性模糊化,企业与品牌开始运用人工智能技术搜集用户大数据,依靠算法计算消费者行为概率,获取消费决策结果,算法为王成为新的价值标准。在大众传播被解构、传统行政规制不断失效并落后于网络媒体发展的同时,网络媒体平台及用户的自治、自律起到了很好的规范补充作用,使得重建传播秩序成为可能。
The evolutionary logic of Internet as a medium has experienced three development stages from Web1. 0,Web2. 0,to Web3. 0. In logic,it is the deconstruction of information control and power monopoly of mass communication. Artificial Intelligence( AI),as the focus of network media,is widely involved in the field of information production and dissemination of online media. In this context,it is necessary to give reconsideration to the Lasswell model as the classic paradigm of mass communication. As the classic paradigm of mass communication,the Lasswell model began to get new interpretations. The Internet media stripped the five core elements of this model: sender,receiver,channel,content,and communication effect,which has broken the two-dimensional linear propagation pattern and constructed a three-dimensional network communication pattern.From the perspective of sending and receiving,Artificial Intelligence technology such as news writing robot improves the news production efficiency and changes the news communication ecology at the same time. The new interpretations are manifested in the fact that the gestell relationship between men and technology replaces the binary relationship between sending and receiving. Artificial intelligence technology,with powerful capacity of data statistics,storage,collection,analysis,and accurate information transmission,can replace the main position of sender in traditional media. At the same time,it can almost take control of receiver's information,entertainment and social interaction. This is precisely the internal dismantling of Heidegger's gestell power to the solid structure of modern media.In terms of communication channels,new media based on network technology are emerging one after another. Network media hardly need the operation of professional media personnel. Artificial intelligence can not only replace journalists and editors to check information intelligently,but also replace media operators to achieve the realization of attention and media marketing. The professional barriers of communication channels are broken,the organizational structure of media is changed,which brings about the general failure of administrative regulation.User-Generated-Content dispels the production rights of the mass media,gives users more power,and the confrontation logic of the "noise communication"is formed. It eventually leads to the blurring of the communication effect,and the algorithm becomes the new value standard. At the same time of deconstruction,network media also shows a trend of autonomy of users and platform media,making it possible to rebuild the communication order. The Trinity-governance structure of Government-Platform Media-User will be constructed.
The evolutionary logic of Internet as a medium has experienced three development stages from Web1. 0,Web2. 0,to Web3. 0. In logic,it is the deconstruction of information control and power monopoly of mass communication. Artificial Intelligence( AI),as the focus of network media,is widely involved in the field of information production and dissemination of online media. In this context,it is necessary to give reconsideration to the Lasswell model as the classic paradigm of mass communication. As the classic paradigm of mass communication,the Lasswell model began to get new interpretations. The Internet media stripped the five core elements of this model: sender,receiver,channel,content,and communication effect,which has broken the two-dimensional linear propagation pattern and constructed a three-dimensional network communication pattern.From the perspective of sending and receiving,Artificial Intelligence technology such as news writing robot improves the news production efficiency and changes the news communication ecology at the same time. The new interpretations are manifested in the fact that the gestell relationship between men and technology replaces the binary relationship between sending and receiving. Artificial intelligence technology,with powerful capacity of data statistics,storage,collection,analysis,and accurate information transmission,can replace the main position of sender in traditional media. At the same time,it can almost take control of receiver's information,entertainment and social interaction. This is precisely the internal dismantling of Heidegger's gestell power to the solid structure of modern media.In terms of communication channels,new media based on network technology are emerging one after another. Network media hardly need the operation of professional media personnel. Artificial intelligence can not only replace journalists and editors to check information intelligently,but also replace media operators to achieve the realization of attention and media marketing. The professional barriers of communication channels are broken,the organizational structure of media is changed,which brings about the general failure of administrative regulation.User-Generated-Content dispels the production rights of the mass media,gives users more power,and the confrontation logic of the "noise communication"is formed. It eventually leads to the blurring of the communication effect,and the algorithm becomes the new value standard. At the same time of deconstruction,network media also shows a trend of autonomy of users and platform media,making it possible to rebuild the communication order. The Trinity-governance structure of Government-Platform Media-User will be constructed.
引文
[1]陈力丹:新媒体发展趋势与悖论---带来便捷同时也产生新问题.人民日报,2015-10-11.
[2]骆世查.硅谷如何重塑新闻业---哥大新闻学院Tow数字新闻中心“平台新闻业”报告.新闻记者,2017,7:34-44.
[3]党东耀.Web N.0演化路径与新闻形态创新.中国记者,2015,10:41.
[4]梅亮,陈劲,吴欣桐.责任式创新范式下的新兴技术创新治理解析---以人工智能为例.技术经济,2018,1:1-7.
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[6]丹尼斯·麦奎尔,斯文·温德尔.大众传播模式论.祝建华,武伟译.上海:上海译文出版社,1987:16;126;8.
[7]E.M.罗杰斯.传播学史:一种传记式的方法.殷晓蓉译.上海:上海译文出版社,2012:225.
[8]李思屈,关萍萍.传媒业的产业融合与传播符号学的新视域.浙江大学学报(人文社会科学版),2009,2:137-143.
[9]J.Kim.User-Generated Content(UGC)Revolution:Critique of the Promise of Youtube.Iowa City:University of Iowa,2010:12.
[10]喻国明.“机器新闻写作”时代传媒发展的新格局.中国报业,2015,12:22-23.
[11]李思屈.AI时代的人类精神与价值传播.浙江传媒学院学报,2018,2:18-25.
[12]海德格尔.海德格尔选集(下).孙周兴选编,上海:上海三联书店,1996:942.
[13]彭增军.权力的丧失:社交媒体时代新闻人的职业危机.新闻记者,2017,9:65-69.
[14]彭增军.凤凰涅槃:再造新闻编辑部.新闻记者,2016,8:26-30.
[15]关萍萍.媒介融合背景下网络视频产业政策的内容分析.电视研究,2011,8:52-55.
[16]M.Carlson.Journalistic Authority:Legitimating News in the Digital Era.New York:Columbia University Press,2017.
[17]吴飞.新媒体革了新闻专业主义的命?---公民新闻运动与专业新闻人的责任.新闻记者,2013,3:11-19.
[18]The Media Insight Project."Who shared it?":How Americans Decide What News to Trust on Social Media.Media Insight Project,2017-07-15.[2018-06-18]http://www.mediainsight.org/Pages/%27Who-Shared-It%27-HowAmericans-Decide-What-News-to-Trust-on-Social-Media.aspx.
[19]约翰·费斯克.传播符号学理论.张锦华译,台北:远流出版社,1990;19.
[20]N.Couldry,J.Turow.Advertising,Big Data and the Clearance of the Public Realm:Marketers'New Approaches to the Content Subsidy.International Journal of Communication,2014:1710-1726.
[21]吴予敏.传播学知识论三题.深圳大学学报(人文社会科学版),2001,6:46-52.
[22]詹姆斯·柯兰,娜塔莉·芬顿,德斯·弗里德曼.互联网的误读.何道宽译.北京:中国人民大学出版社,2014:125.
[23]关萍萍.游戏公会的社会网络关系与意见领袖研究---以《大话西游OnlineⅡ》为例.北京邮电大学学报(社会科学版),2017,6:1-10.
[24]黑格尔.精神现象学.贺麟,王玖兴译.北京:商务印书馆,1979:6-7.
[2]骆世查.硅谷如何重塑新闻业---哥大新闻学院Tow数字新闻中心“平台新闻业”报告.新闻记者,2017,7:34-44.
[3]党东耀.Web N.0演化路径与新闻形态创新.中国记者,2015,10:41.
[4]梅亮,陈劲,吴欣桐.责任式创新范式下的新兴技术创新治理解析---以人工智能为例.技术经济,2018,1:1-7.
[5]孙周兴.存在的天命,杭州:中国美术学院出版社,2018:206.
[6]丹尼斯·麦奎尔,斯文·温德尔.大众传播模式论.祝建华,武伟译.上海:上海译文出版社,1987:16;126;8.
[7]E.M.罗杰斯.传播学史:一种传记式的方法.殷晓蓉译.上海:上海译文出版社,2012:225.
[8]李思屈,关萍萍.传媒业的产业融合与传播符号学的新视域.浙江大学学报(人文社会科学版),2009,2:137-143.
[9]J.Kim.User-Generated Content(UGC)Revolution:Critique of the Promise of Youtube.Iowa City:University of Iowa,2010:12.
[10]喻国明.“机器新闻写作”时代传媒发展的新格局.中国报业,2015,12:22-23.
[11]李思屈.AI时代的人类精神与价值传播.浙江传媒学院学报,2018,2:18-25.
[12]海德格尔.海德格尔选集(下).孙周兴选编,上海:上海三联书店,1996:942.
[13]彭增军.权力的丧失:社交媒体时代新闻人的职业危机.新闻记者,2017,9:65-69.
[14]彭增军.凤凰涅槃:再造新闻编辑部.新闻记者,2016,8:26-30.
[15]关萍萍.媒介融合背景下网络视频产业政策的内容分析.电视研究,2011,8:52-55.
[16]M.Carlson.Journalistic Authority:Legitimating News in the Digital Era.New York:Columbia University Press,2017.
[17]吴飞.新媒体革了新闻专业主义的命?---公民新闻运动与专业新闻人的责任.新闻记者,2013,3:11-19.
[18]The Media Insight Project."Who shared it?":How Americans Decide What News to Trust on Social Media.Media Insight Project,2017-07-15.[2018-06-18]http://www.mediainsight.org/Pages/%27Who-Shared-It%27-HowAmericans-Decide-What-News-to-Trust-on-Social-Media.aspx.
[19]约翰·费斯克.传播符号学理论.张锦华译,台北:远流出版社,1990;19.
[20]N.Couldry,J.Turow.Advertising,Big Data and the Clearance of the Public Realm:Marketers'New Approaches to the Content Subsidy.International Journal of Communication,2014:1710-1726.
[21]吴予敏.传播学知识论三题.深圳大学学报(人文社会科学版),2001,6:46-52.
[22]詹姆斯·柯兰,娜塔莉·芬顿,德斯·弗里德曼.互联网的误读.何道宽译.北京:中国人民大学出版社,2014:125.
[23]关萍萍.游戏公会的社会网络关系与意见领袖研究---以《大话西游OnlineⅡ》为例.北京邮电大学学报(社会科学版),2017,6:1-10.
[24]黑格尔.精神现象学.贺麟,王玖兴译.北京:商务印书馆,1979:6-7.