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1、透视国际传播透视国际传播 4： 国际传播的理论国际传播的理论国际传播学国际传播学 之三之三北京语言大学北京语言大学 新闻系新闻系 郭之恩郭之恩 传播理论的出现圣西门斯宾塞二战后的国际传播理论： 政治经济研究（political-economy approach） 文化研究（cultural studies）the question of powerthe polysemic textsVScommunication is an instrument of control by ruling classthe potential for readers to generate their own
2、 meanings 传播政治经济研究The class which has the means of materials production has control at the same time over the means of mental production so that, thereby, generally speaking, the idea of those who lack the means of mental production are subject to it Insofar, therefore, as they rule as a class and d
3、etermine the extent and compass of an epoch, it is self-evident that theyamong other thingsregulate the production and distribution of the idea of their age; thus their ideas are the ruling ideas of the epoch.文化研究how media texts work to create meaning (on the basis of analysis of the texts themselve
4、s)how culturally situated individuals work to gather meaning from texts (increasingly based on observation of media consumers) 一、信息自由理论一、信息自由理论（free flow of information）民主、言论自由、传媒的“看家狗”角色 服务于西方国家的政治和经济目的价值观市场二、现代化理论二、现代化理论（Modernization Theory）国际传播是第三世界国家发展与现代化过程中的关键 大众传媒有助于传统社会的转型 丹尼尔勒纳 传统社会的消逝 The
5、 Passing of Tradition Societycontact with the media helped the process of transition from a “traditional” to a “modernized” state, characterizing the mass media as a “mobility multiplier”, which enables individuals to experience events in far-off places, forcing them to reassess their traditional wa
6、y of life. Exposure to the media made traditional societies less bound by traditions and made them aspire to a new and modern way of life.宣韦伯 大众传媒与国家发展 Mass Media and National Developmentmass media as a bridge to a wider world, as vehicle for transferring new ideas and models from the North to the S
7、outh and, with the South, from urban to rural areas.1、to spread and ease the long, slow social transformation required for economic development, in particular, to speed and smooth the task of modernizing human recourses behind the national effort.2、to encourage both personal and national aspirations
8、, rouse people from fatalism and a fear of change. 特 点：1、top-down approach one-way flow of information2、the definition of “development”3、media as a neutral force4、modern and traditional lifestyles were mutually exclusive.文森特莫斯可the theory of modernization meant a reconstruction of the international d
9、ivision of labor amalgamating the non-Western World into the emerging international structural hierarchy.世界体系理论世界体系理论（World System Theory）伊曼努尔沃勒斯坦 Immanuel Wallerstein 经济发展使得民族国家开始分层the logic of economic determinism：市场选择 Core Zone Semiperipheral zone Peripheral zonedominant & controllingsubordinate
10、positionsdominant & controllingsubordinate positions1、control and define the nature and extent of interactions2、define relations3、provides technology, software, capital, knowledge, finished goods and serviceprovide low-cost labor, raw materials, mass markets or low-cost venues for feature filmsThoma
11、s Shannon: 这种关系的核心 the learning of appropriate economic values that facilitate modernization 与现代性相符的经济价值观 大众传播体系： transfer of media materials 大众传播体系的作用: 、create a broadly based popular culture for a mass market or audience 、create alternative cultures for a niche market large enough to encourage imp
12、orts of selected media products or services.major vehicles for convey and indoctrinating to the two subordinate zonesthe dominate capitalist ideology is embedded with the transnational structure, marketing, and strategy plans of the major core industrialspromoting and endorsing core capitalist mecha
13、nisms and valuesconvert and capture the attitudes, minds and purchasing behavior of global customers in such a fashion that their products are purchased first and frequently.Implied belief: prosperity will accrue to two subordinate zones as they become more pro-capitalist and expand their markets to
14、 include the core nations.三、依附理论三、依附理论 （Dependency Theory） 拉美学者提出 1960年代末至1970年代标志：1976年 墨西哥组建 Instituto latinamericano de Estudios 1、批评现代化理论，记录下该理论给拉美带来的巨大负面影响 2、参与国际传播新秩序的争论基本观点： transnational corporations (TNCs), most based in the North, exercise control, with the support of their representative
15、governments, over the developing countries by setting the terms for global trade - dominating markets, resources, production and labor. Development for these countries was shaped in a way to strengthen the dominance of the developed nations and the maintain the peripheral nations in a position of de
16、pendence.四、文化帝国主义（四、文化帝国主义（Cultural Imperialism）赫伯特席勒（Herbert Schiller）Mass Communication and American Empire定义： the sum of the processes by which a society is brought into the modern world system and how its dominating stratum is attracted, pressured, forced, and sometimes bribed into shaping socia
17、l institutions to correspond to, or even to promote, the values and structures of the dominant centre of the system核心观点： in pursuit of commercial interests, huge U.S.-based transnational corporations, often in league with Western (predominantly U.S.) military and political interests, were underminin
18、g the cultural autonomy of the countries of the South and creating a dependency on both the hardware and software of communication and media in the developing countries. Media Imperialism 传媒帝国主义 Oliver Boyd-Barrett (1970s) The process whereby the ownership, structure, distribution or content of the
19、media in any one country are singularly or together subject to substantial external pressures from the media interests of any other country or countries, without proportionate of influence by the country so affected批评与反驳： VS 文化研究 1、缺少明确的定义，没有相关的经验、量化调查用以支持论断 2、没有考虑媒介内容与形式，忽略了受众扮演的角色 3、只摆出美国文化产品世界流通的
20、总量，没能进行效果研究 五、结构帝国主义（五、结构帝国主义（Structuralism Imperialism）挪威社会学家 Johan Galtung结构帝国主义： a sophisticated type of dominance relation which cuts across nations basing itself on a bridgehead which the centre of the centre nation establishes in the centre of the periphery nation for the joint benefit of both
21、 - 精英的同谋结构帝国主义的五个方面： economic political military communication culturalnews中心-边缘关系的维持： 1、information flow 2、the reproduction of economic activities 复制中心国家的制度，使中心国家的价值观得以流行。结构帝国主义的基本机制（mechanism） 1、vertical interaction: maintains that relationships a asymmetrical, the flow of the power is from the de
22、veloped states to the less developed. 2、feudal interaction: interaction along the spokes, from the periphery to the centre hub; but not along the rim, from one periphery nation to another 传播帝国主义的基础传播帝国主义的基础Galtung理论的核心： the identity of interests between the centre of the centre and the centre of the
23、 periphery 六、电子殖民理论六、电子殖民理论 （Electronic Colonialism Theory）全球性殖民的四个时期： military colonialism Christian colonialism merchant colonialism electronic colonialismmilitary colonialismChristian colonialismmerchant colonialismelectronic colonialism表现： the dependent relationship of poorer regions on the post
24、industrial nations (established by the importation of communication hardware and foreign-produced software, along with engineers, technicians, and related information protocols), that establish a set of foreign norms, values, and expectations that, to varying degrees, alter domestic cultures, habits
25、, values, and the socialization process itselfInfluence attitudes, desires, beliefs, lifestyles and consumer behavior后果：this new information will cause the displacement, rejection, alteration, or forgetting of native customs, domestic message and culture history文化再生产论（cultural reproduction theorists
26、）foreign mass media as reproducing and socializing the populace of other nations into a knowledge system or frame of mind that will make them more compatible with or sympathetic to foreign ideas and consumer values.电子殖民理论的意义ECT focuses on the global media influence on how people think and actdetails
27、 the possible longterm consequences of exposure to these media images and messages to extend the powerful multinational media empires markets, power and influenceto maintain political, economic and cultural control of their own history, images and national destiny.文化传承的方式发生了改变： 传统社会：家族、口耳相传 现代社会：a s
28、hared media culture the socialization process is hijacked by the media empires the early stage of a new “empire of the mind”. 七、霸权理论（Hegemony）Louis AlthusserIdeological State Apparatus意识形态国家工具安东尼葛兰西（Antonio Gramsci） 狱中札记Selections from the Prison Notebooks1、统治阶级与意识形态、the dominant social group in a s
29、ociety has the capacity to exercise intellectual and moral direction over society and build a new system of social alliances to support its aims.、military force was not necessarily the best instrument to retain power for the ruling classes, but that a more effective way of wielding power was to buil
30、d a consent by ideological control of cultural production and distribution. 、 a dominant social class exert moral and intellectual leadership over both allied and subordinate classes though its control of institutions as schools, religious bodies and the mass media、the consent of the governed 被统治者的同
31、意 organized, not generic and vague/ its right to govern is rarely challenges seriously the state does have and request consent but it also educates this consent2、国家国家的功能： to raise the great mass of the population to a particular cultural and moral level, a level (or type) which corresponds to the ne
32、eds of the productive forces for development, and hence to the interests of the ruling classes 国际传媒、key player in propagating and maintaining the dominant ideology、with dominant ideology shaping production of news and entertainmentagents of legitimization of the dominant ideology 八、批判理论（Critical The
33、ory）1923年 社会调查研究所 （Institute for Social Research） 法兰克福学派 （Frankfurt School） 主要人物：Max HorkheimerTheodor AdornoHerbert Marcuse研究焦点：文化产品的工业化生产 (the industrial products of cultural products) culture commodity：作为产品的文化 霍克海默、阿多诺 1947 启蒙辩证法Cultural Industry 文化工业management practice technological rationality
34、and organizational schemes assembly-line characterDialectic of Enlightenmentmass culture 批判：、a deterioration of the philosophical role of culture、contributed to the incorporation of the working mass into the structures of advanced capitalism、limiting their horizons to political and economic goals th
35、at could be realized within the capitalist system without challenging it.标准化 standardizationideologically inoculate the masses against socialist ideas思想渊源： 弗洛伊德 + 马克思 精神分析理论 异化理论（alienation）concentration of ownership、undermined the critical engagement of masses with important socio-political issues、
36、ensure a politically passive social behavior and the subordination of the working classes to the ruling elite 马尔库塞 1964 单向度的人technological rationality or instrumental reason had reduced speech and thought to a single dimension, establishing a “one-dimensional society” that abolished the distance req
37、uired for critique thoughtOne Dimensional Manone-dimensional language media discourse 九、公共领域 （Public Sphere）德国社会学家 于尔根哈贝马斯（Jurgen Habermas）The Structural Transformation of the Public Sphere: An Inquiry into a Category of Bourgeois Society 定义：an arena, independent of government (even if in receipt of
38、 state funds) and also enjoying autonomy from partisan economic forces, which is dedicated to rational debate (i.e. to debate and discussion which is not interests, disguised or manipulated) and which is both accessible to entry and open to inspection by the citizenry. It is here, in this public sph
39、ere, that public opinion is formed.18世纪资本主义成长时期的不列颠 the bourgeois public sphere 社会特点： entrepreneurs were becoming powerful enough to achieve autonomy from state and church/ increasingly demanding wider and effective political representation to facilitate expansion of their business1、greater accessib
40、ility of information2、more open debate within the bourgeoisie3、a space independent of both business interests and state apparatus资产阶级确立主导地位后 国家改革 更关注经济利益（通过游说议会、资助政党和文化机构） 公共领域的自主性公共领域再封建化再封建化（refeudualization）Information management and manipulation大众传媒： monopoly capitalism organizations, promoting
41、capitalist interests to meet the lowest common dominator disseminators of information for the public spherereinforce the audiences acceptance of “the soft compulsion of constant consumption training” 十、发展传播学 （Development Journalism/Communication） 1973 Department of Development Communication College
42、of Agriculture at the University of Philippinesan engineered press: a press committed to government-set priorities and objectives all efforts, including local media, need to work in unison to support national goals支持政府政府控制the media had little choice but to accept and repeat the message those in cont
43、rol wished to disseminate基本观点： 1、服务于推广发展中国家的诉求 2、鼓励本土传媒发展、不赞成复制西方传媒的模式 3、在本国传媒不发达的情况下，不能采用西方传媒的价值观和体制，而应服务于国家利益in order to rapidly improve the economic and social position of peripheral nations, a concerted effort by both government and media is required. The “luxury” of competing and critical views
44、 on government policies and programs with the national media is viewed as detrimental to the colossal task of “catching up” Walter Rostow: 经济增长阶段经济增长阶段对于发展（development）的总看法1、development is viewed as evolution beyond traditional structures that supposedly cannot accommodate rapid social change or pro
45、duce sufficient economic growth2、irreversible: modernization occurred when the necessary conditions for change were established, and the process continued inexorably. Societies absorbed the stress and adapted themselves and their institutions to the change in order to prosper.The economic determinis
46、m of western models of modernization：发展=经济增长传媒在现代化过程中扮演的重要角色传媒在现代化过程中扮演的重要角色安东尼吉登斯 mediated experience since the first experience of writing, has long influenced both self-identity and the basic organization of social relations.With the development of mass communication, particularly electronic comm
47、unication, the interpretation of self-development and social systems up to and including global systems become even more pronounced对于经济发展模式的批判对于经济发展模式的批判不成功、边缘国家的处境进一步恶化1、World Bank/ International Monetary Fund起反作用2、illiteracy 文盲率偏高使得报刊、书籍等大众传播方式无法有效到达受众Functional school of media theory?Uncritically
48、 accepted the position of media elites and the reinforcement of the status quo as legitimate and rational behavior for the media system. function for whom?研究转型研究转型：non-economic explanations of development基本观点： mass communication was thought to function best in the service of centralized government d
49、evelopment agencies when geared toward raising the publics aspirations and facilitating the acceptance of new ideas, values, and inventions for the purposes of overall economic growth and higher gross national product. 十一、信息社会理论十一、信息社会理论 （Theories of Information Society）技术：进步+融合（convergence）+成本 信息社会
50、a networked society 技术决定论knowledge economy ignored the social, economic and political dimensions of technological innovation VSFritz Machlup 1962 The Production and Distribution of Knowledge in the United StatesDaniel Bell 1973 The Coming of Post-Industrial Society domination of information or infor
51、mation-related industries service industries employ more workers than manufacturingAlvin Toffler 1980 The Third Wave increasing interconnectedness contributing to the evolution of a universal interconnected network of audio, video and electronic text communication promoting intellectual pluralism an
52、d personalized control over communicationFrank Webster: the growth of service occupation and associated developments highlight the continuities of the present with the pastthe democratic potential of new technology信息商品化（the commodification of information） 重要的战略资源（key strategic resources） integration
53、 of national and regional economics and creating a global economy dominated by a few megacorporations digital capitalism 卡斯特尔（卡斯特尔（Manuel Castells）信息社会三部曲（trilogy of The Information Age） the new technological paradigm: information capitalism 、the new social structure at work in the network society 、
54、the social and political processes within the context of such society 、integration and information-based polarization in the international information economy in which communication becomes both global and customized 意识形态消亡（the decline of ideology）reduce the impact of ideology in an daily life, thro
55、ugh the empowering potential of Internetcreate new forms of transnational ideological alliances批评： 、access to the new technologies within and between nations 、commodification of personal information 、 new technologies for personal and political surveillance control revolution十二、全球化理论十二、全球化理论 （Discou
56、rses of Globalization)the intensification of world-wide social relations, which link distant localities in such as way that local happenings are shaped by events occuring many miles away and vice versaa mediated realityConceptualizing Time-Space时空延伸（Time-Space distanciation） (Giddens, 1990) The inte
57、rlacing of social relations “at distance” with local contextualities Social relationships are becoming stretched across great distances时空压缩（Time-Space compression） (Harvey, 1990) Involves the shortening of time and shrinking of space: the time to do things is reduced Social relationships become more
58、 intense and robust Harvey, D (1990) The Condition of Postmodernity: An Inquiry into the Origins of Cultural Change.The Globalising of Modernity“Modernity is inherently globalising”. Since social life is ordered across space and time, the problematic of space-time distanciation is key to modernity a
59、nd globalisation. The complex relations between local involvements and interaction across distance. Relations between local and distant social forms are stretched. Globalisation refers essentially to that stretching process. Local transformations are part of globalisation. John B. Thompson (1995)An
60、aspect of technical media is that they allow for some degree of space-time distanciation:“Any process of symbolic exchange generally involves the detachment 分支of a symbolic form from its context of production: it is distanced from this context, both spatially and temporally, and re-embedded in new c
61、ontexts which may be located at different times and places”A focus on “mediation” means that we increasingly experience globalization through the media (Rantanen) mediated globalization自由主义解释下的全球化 （liberal interpretation）globalization: 、fostering international economic integration 、mechanism for pro
62、moting liberal capitalism 福山：历史终结论 信息与传播技术的发展 + 市场为导向的自由民主 global civil society 经济学视角下的全球化 national economy globalized economy transnational processes and transactions 跨国公司：市场取代国家发挥作用 跨国文化 cross-border culture globalization fragmentation 社会学视角下的全球化the extension of the nation-state systemthe world ca
63、pitalist economythe world military order the international division of labor乐观者 new global consciousness + physical compression of the world a global culture悲观者 more complex interactions between cultures heterogeneous dialoguesglobal homogenizing forcesArjun Appadurai: 文化全球化的五个维度ethnoscapestechnosca
64、pesfinanscapesmediascapesideoscapes关注差异、矛盾、反向变化后结构主义new version of western cultural imperialismGeorge Ritzer: the McDonaldization of Society contra-flow from the periphery to the centre and between geo-cultural marketsfragmentation and hybirdityUlf Hannerz: centre-periphery interactions are more com
65、plex with cultural flows moving in a multiple directionsthe outcomes are opposite tendencies: saturation VS maturation homogenization VS heterogenizationTomlinson: the effect of globalization are to weaken cultural coherence in all individual nation-states, including the economically powerful onesNe
66、stor Garcia Canclini: possibilities to broaden cultural territory beyond the nation-state deterritorialization and relocation of Third World cultures in the metropolitan centersRoberson: glocaliztion + Nederveen Pietrse: refigures被遗忘的文化马克思主义 a crass economic commodity scarce importance 传统自由主义 the ad
67、vancement of the modern economy and technology was necessary for creating world markets and consumersa borderless worldthe proletariat across the world were to lead international communism that would eliminate nationalism, class exploitation and warthe market as eroding cultural differences and nati
68、onal and regional particularities, to produce a global consumer culture缺乏an understanding of the complexity of the interactions of class with nationalism, region, race, ethnicity and feminism to produce local political struggles后现代语境下的理论：a fragmentation of theoriesemphasis on the historical and local while macro issues affecting international communication are often ignoredshift: 强调 differencespecificityfrom the level of globalization and its often totalizing macrotheoriesfocus on micro, the specific and the heterogeneous
