"族群"(Group)式传播形态的网络萌芽--兼论"族群"传播理念

以网络为代表的新媒介传播呈现出一些新的特征或趋势:无线、互动、族群式等,其中族群式传播特征最为显著,集中体现在网络即时通讯工具、网络论坛、网络游戏和个人网络出版的传播实践中。在新的传媒技术的推动下,受众对媒介的选择性需求更加主动,传统意义上的大众传播不断走向分化,媒介类型和媒介形态多元化。这种多元化、多层次的受众需求与媒介提供的多种可能结合在一起,形成一种类似蜂房结构的多种小众化传播构成的结合体,就是我们这里所说的“Group”。具体而言,“族群(Group)”传播理念,既指实体意义上分化的小众和小众化媒介所应用的媒介理念,也指目前在传统大众领域中,在节目内容选择、编排方式等方面可以推行实践的“族群(Group)式”传播理念,两者一显一隐,推行的步骤是同步的,这将贯穿于未来媒介的发展之中。

The Network Germination of "Group" Communication Means--On the "Group" communication notion

The usage of the new media,especially the usage of Internet,have showed several new communication trends,which include the trend of wireless technology application,the trend of interactive media communication,and the trend of group communication,etc..Among these trends,the most significant trend is featured by the use of group communication."Group communication" refers to a new communication paradigm,niche communication,which empowers audience to actively choose and control their own media experiences.It breaks through the domination of traditional mass communication,driven by the application of new media technology and initially featured by a proliferation of diversified media types and forms.This media diversity,matching the increasingly diversified and multi-layered audience needs,generates a new communication model,based on niche communication network that takes a cellular structure,which we referred as "Group".In details,the concept of "Group"would include both the communication concepts applied by niche audiences and niche media in daily practice,and the concept of "Group" applied to the content production and editing in traditional mass media practice.The concept of "Group" is easy to be distinguished from the former practice,while it is often obscured in the later practice.Yet,these two types of practice are preceded simultaneously,which would be both promoted through future development of media.