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“风草论”是中国学者对传播理论本土化的一大尝试。我们力求结合中国传统社会的文化背景,阐发“风吹草偃”这一中国特色观念的传播理论意蕴。“风草论”主要内含三个层面的传播观念:注重传播过程的风化风行,关注受众主体性的草偃草起、风吹草偃的传播效果。“风草论”既体现了有别于西方魔弹论的传播效果理念,又表达了中国对传播主体德性的关注以及以民为本所生成的一定程度上的受众主体性。虽然在实践中并不尽如此,但在理论层面却有着追求传播过程的自然和谐这一高尚目标。因此,我们相信“风草论”必将是一个有中国特色的本土化传播理论。
“Wind and Grass Theory” is a great attempt by Chinese scholars to localize the theory of communication. We strive to combine the cultural background of traditional Chinese society and elucidate the theory of the spread of the concept of Chinese characteristics. “Wind and Grass Theory ” mainly contains three levels of communication concept: pay attention to the popularity of the spread of the popular process, focusing on the subjectivity of the audience of grass from the grass, grass blowing Yan spread effect. “Feng Cao Lun ” not only embodies the concept of communication effect which is different from that of the western magic bullet, but also expresses the concern of China on the morality of communication subject and the audience subjectivity which is based on the people. Although this is not the case in practice, there is a theoretical noble goal of pursuing the natural harmony of the process of communication. Therefore, we believe that “Wind and Grass Theory” is bound to be a localized communication theory with Chinese characteristics.