北美媒介环境学派媒介技术态度观探析

北美媒介环境学派是继经验学派、批判学派的第三大传播学派。该学派各理论家聚焦媒介技术发展对社会文化的影响，但对媒介技术发展的态度却差异甚大。第一代理论家以英尼斯和麦克卢汉为代表，主要揭示媒介技术本身的特点规律和带来的社会影响，以悬置主体的科学主义态度给学界呈现被传播学界忽视或遮蔽的问题。第二代理论家以波斯曼为代表，对媒介技术发展深感恐惧和无助，站在文化批判的立场上，面对媒介技术对现代文明与秩序的颠覆与破坏深感忧虑和悲观。第三代代表理论家莱文森则对媒介技术发展给人类信息传播、生产生活带来的便利和构建一种崭新的价值观念而欢欣雀跃，呈现出一种极强的乐观主义态度。北美媒介环境学派针对媒介技术的态度转向，既是特定理论家的媒介技术态度观构建的个体呈现，同时也彰显了该学派对媒介技术认知的历史与逻辑，展开了该学派的丰富性和立体面相。

Exploration of the Attitudes of North American Media Ecology School towards Media Technology

North American ecology school is the third communication school after empirical school and criticism school,which focuses on the influence of media technology on social development.However,attitudes towards the development of media technology vary greatly among different theoreticians of this school.Theoreticians of the first generation,represented by Innis and Mcluhan,mainly reveal the characteristics of technology and the influence it bring to society,showing the problems neglected in the communications circles with a scientific attitude.Standing on the ground of cultural criticism,theoreticians of the second generation,represented by Postman,hold a pessimistic attitude towards the technological development,fearing the disorder and turmoil brought by media technology.Theoreticians of the third generation,represented by Levinson,show an over-optimistic attitude towards the development of media technology,believing that it will bring convenience to information communication and life as well.The transfer of the attitudes toward media technology within the North American media ecology school not only shows the attitude of individual theoreticians,but also shows the historical and logical cognition of the school toward media technology,presenting a rich and stereo understanding of the school.