变权力代言为道德代言:大众传播机制与社会和谐

由精英阶层向大众传播其社会信息与价值的过程称“等级传播”,是古今传播机制的主要模式;大众阶层接受、消化、散播、反馈、修正精英阶层对社会信息的意义解释过程,称“平级传播”,是传播机制的辅助模式。当代社会大众传播空前膨胀,但其实质仍然是精英阶层以大众利益的名义,利用大众的认知误区,用“等级传播”来为特殊政治或商业集团利益服务的“权力代言”活动。要实现精英传播与大众传播之间的良性互动,使大众传播由“权利代言”变为“道德代言”,建构和谐社会公平合理的传播秩序,就应采取以下措施:一、在教育和学术机制上确保大众传播对本国优秀文化遗产的有效传承;二、建立国家对媒介产业的评价监测系统,发挥其引导、调节、制衡的作用;三、政府和企业赋予媒介一定程度的监督批评空间,以推行社会规范;四、形成全社会的道德评价机制。

From Speaking for Power to Speaking for Morality

The process of transmitting social information and humanistic value from the stratum of outstanding figures to the stratum of the mass is called Hierarchical Transmission and it has been the chief way of transmission mechanism from ancient till today.And the meaning interpretation process of the social messages that the mass stratum receive,digest,spread,feedback and modify is called Level Transmission,which is a subsidiary way of transmission.In the globalization process,mass transmission is overwhelming but the essence of it is still that the outstanding figures take advantage and make use of the name of the mass benefit and,by means of the hierarchical transmission,fulfill the benefit of their own political community or commercial group.Therefore,a couple of measures should be adopted in order to realize a balanced interaction between the two strata,i.e.to achieve a change from the focus on power to the focus of morality,and to construct a fair transmission order for a harmonious society.(i) An educational and academic mechanism should be established to guarantee that the mass media undertake an efficient role inheriting the excellent cultural legacy.(ii) An evaluative system should be set up for monitoring the mass media so as to give the full play to their leading,adjusting and balancing functions.(iii) The government and enterprises should receive the supervision and criticism from the media so as to observe certain social norms.And(iv) there should be a moral assessing mechanism from the whole society.