新媒体、受众与主流价值观建构--以流行歌曲传播为例

思考主流价值观的建构策略，至少需要考虑近年来媒介传播方式的迭变，以及由此带动的受众实践方式的变化这两方面因素。新媒体一方面大大降低了音乐生产、传播的成本，使音乐的创作变得越来越个体化，另一方面，它也使流行音乐产业危机四伏。新媒体中，私人化收听行为滋生了某种“权力对冲结构”。对于音乐作品中的价值观念，受众并非简单接受，还会有各种形式的改写与挪用。我们应从流行文艺与主流价值体系的各自不足出发，发现彼此需要之处，促进相互提升，还应通过多方商讨，勘定当代价值观底线。

Construction of New Media,the Audience and the Mainstream Value Taking the Dissemination of Popular Songs as an Example

On the construction strategy of the mainstream values, we need to consider at least changes of methods of media and changes in practice in recent years. New media, on the one hand, greatly reduces the cost of production and dissemination of music, makes music creation more individually. On the other hand, it also makes the pop music industry be threatened by growing crises. Between news media, personal listening be-havior breeds a “power hedge structure”. The audiences do not simply accept the value of music works; they will rewrite or use it in various forms. We should start form shortcomings of pop art and mainstream value sys-tem, promote mutual promotion, and demarcate line of contemporary values through discussions.