Twitter、Facebook等社交媒介的诞生与发展,一方面改变了人们沟通和交往的方式,另一方面也提供了全新的主动获取信息的渠道。新技术挑战并变革着传统新闻产业和已有新闻观念。为此,过去十年,媒介效果研究的一个重要议题就是关乎新技术和新闻业。
(一)新技术改变新闻生产流程
网络新闻的兴起,意味着利用关系网络的视角研究信息时代的媒介内容生产和消费成为可能。因为,媒介内容、媒介机构和受众通过在线上线下的网络被连接在一起[103],如我们通过超链接在新闻网站中跳转,新闻机构在Twitter中发布消息,我们在他人转发和评论中获取观点[104]。
有研究者发现,搜索引擎让我们把对新闻的理解从电视上的新闻快讯、报纸头条和人物专栏转移到了我们感兴趣的个人故事中。通过展示新闻搜索引擎(以Google为例)如何以用户为依托、遵循与传统新闻价值实践不同的新闻价值选择规律,在网络平台上进行新闻编排,研究者指出:“新闻”的概念并不是固定不变的,是随着文化的变迁、社会环境的变化、人们倾向的改变而改变。搜索引擎预示了新闻的不同概念和内涵。[105]
(二)新技术质疑传统新闻专业主义
社交媒介在信息传播上呈现出的新兴语态和采编模式,让传统新闻界产生了质疑之声——这样的新闻生产是否符合新闻专业主义?Twitter新闻够不够得上新闻的标准?另有学者观察到Twitter上的新闻传播与新闻专业主义的基本分歧。这些分歧包括新闻内容构成上的差异、新闻价值取舍的不同和是否履行了社会服务的职责等方面。作者认为这种分歧缘于新闻专业机构的制度和操作逻辑、新闻专业主义的控制以及Twitter带来的新的新闻传播样态。而新闻透明度、时效性和新闻把关控制的冲突是新旧媒介的核心矛盾。研究者认为,从长远来看,扩大新闻专业主义囊括的范围以适应不同形式的新闻报道是今后新闻业的发展方向。[106]
另外,还有学者认为目前媒体领域的转型正在挑战当代的媒介伦理。一方面,“媒体的数字化带来了新的伦理问题,促使人们呼吁重新定义公共传播的规范和价值观”;另一方面,“网络媒体缺乏自我监管和问责”[107]。
(三)新技术挑战已有新闻研究理念
有学者提出,过去曾经用于描述受众媒介接触的理论在互联网高速信息传播的时代已经不再适用。与大众传媒时代信息传播主要由政治精英和媒体参与者控制不同的是,在数字信息环境中,信息传播由现实中的朋友、社交网络联系人、计算机过滤算法和个人媒体用户所担当。简而言之,个人信息网络的中心是嵌入在多个、交叉的内容流中。研究者提出了“定制信息流”的概念,认为“记者、策略定制者、个人媒体用户、社交联系人和计算机算法”是五个影响信息流的要素。[108]
还有学者对“数字鸿沟”的早期观点提出了质疑。互联网诞生初期,人们乐观地认为,互联网似乎可以无穷无尽地提供免费信息,会减少一些不平等现象。但事实上,技能、资本和基础设施等各种成本和必要支出都成为实现平等的障碍,更多的媒介使用和利益流向那些拥有更多资源、更大能力和信息需求的人。[109]而且,除了接触媒介类型不同外,人口统计学的差距也影响着数字鸿沟的出现。[110]
此外,新技术也为学者们开展新闻业研究提供了新方法和新工具。早在2008年就有学者强调使用各种网络理论来更准确地预测和解释交流现象的重要性。有学者指出,社会网络分析(Social Network Analysis)建立在组织和个人行为相互依存的基础上,提供了丰富的理论机制和方法来解释和预测媒体结构的新模式。[111]这种方法“可以帮助现今的新媒介研究人员更好理解媒介行业的现象,以及新闻领域的相互联系”,“有助于新闻理论的创新”。[112]新闻学者可以就此研究新闻和信息如何通过在线新闻网站、社交网站和线下媒体传播。而这些知识对于理解大数据时代的媒体平台上的信息传播的社会影响至关重要。[113]
过去十年不仅是互联网稳步发展的时期,也是移动终端、社交媒介席卷全球的时期。新技术不仅改变了人们的生活方式、交往行为,而且撬动了传统新闻产业的地位,质询了有关新闻及新闻业的已有认识。媒介效果研究随之增添了新议题,并呈现出新转向。研究者们热切关注新兴媒介形态及其使用者群像,一方面,从社会心理学路径出发展陈了新技术施与微观个体的效应,另一方面,从中观层面聚焦了新技术对新闻产业及新闻研究的影响。然而,令人遗憾的是,虽然就此积累了大量研究成果,但是媒介效果研究在主导范式和方法上并未有重大突破。效果研究的前景如何、出路在哪,依旧是摆在研究者面前的重大课题。
【注释】
[1]张敬婕:《论性别与传播交叉研究的两种范式》,载《国际新闻界》2012年第2期。
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