西方舆论观演化的现代性理路

从启蒙运动到李普曼,西方舆论观发生了一个深刻的转向,即由倡导意见的自由市场转向对公众舆论的管理与调和。在20世纪主流大众传播理论的建构中,我们可以明显感受到宣传潮流的回归,舆论主导观念在工具理性的指引下与宣传研究走到了一起。舆论调查产生的结果是一种意见的集结化,而与原初互动沟通的公共性内涵有着本质差异。因此,在现代性的视野中,现代舆论调查已成为一种缺乏公共意蕴的舆论再现。

Logic of Modernity in the Evolution of Western Views on Pubic Opinion

Western views on public opinion experienced a profound transition from the Enlightenment to Lippmann,shifting from advocating free market of opinions to the management and regularity of public opinions.In constructing mainstream mass media theory of the 20th century,there is an obvious return to propagandism,where public opinion was integrated with propaganda research.The result of pubic opinion investigation represents the aggregation of opinions,which is essentially different from the public connotations of the original interactive communication.Therefore,as far as modernity is concerned,public opinion investigation has become a representation of public opinion devoid of pubic connotation.