网络媒体软性控制方式研究
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摘要
自1997年人民网诞生,网络媒体初露峥嵘以来,网络媒体这个以发布综合信息为己任的平台展示出了强大的生命力和旺盛的后继力,与报纸、广播、电视四足鼎立,真正改变了传统媒体一统天下的局面。明显的传播优势造就了今天网络媒体“百花齐放”的繁荣景象。但同时,网络媒体的繁荣也给社会带来了诸如知识产权侵权、垃圾信息泛滥等负面影响。网络在给人们带来不可估量的便利、机遇和财富的同时,也给人们带来了无法预期的许多潜在危机。因此,对网络媒体实施控制就变得十分必要。
在传统的大众传播领域中,媒体控制研究成熟而实用,在很大程度上达到了媒体控制的目标。但对于无边无际的网络世界而言,这种实实在在的控制几乎无法做到,由于网络传播容量的无限性,物质载体的无形性,仅从技术上来看,要想控制网络传播都是比较困难的,更何况在新技术的支持下,受众在网络传播中拥有了更大的选择权和主动权。这些都造成了网络媒体控制的弱化,也造成了网络媒体的整体失控状态。
一直以来,网络媒体控制均沿袭传统大众媒体控制方式,主要采取行政制约与法律法规的规范。综合国内外网络媒体控制情况,我们发现由行政制约等硬性控制方式无法解决网络媒体目前面临的困境,控制开始转向更软性和更隐性的道路上。当前我国网络媒体软性控制的理念还没有深入人心,软性控制体系也还未成功建构,本文在分析了造成这些问题的原因之后,提出了强化我国网络媒体软性控制的基本思路和三种主要的控制措施,以期更好的实现对网络媒体的控制。
“The People’s Daily Online”was born in 1997, at the beginning of since the network media the dew has been towering, network media which take issuing the synthesis information for it’s own duty demonstrated the strong vitality and the exuberant successor strength. With the newspaper, the broadcast and the television, the network media changed the situation which the traditional media monopolizes the world. The obvious dissemination superiority has accomplished today network media“all flowers blooms together”the prosperous picture. But simultaneously, network media's prosperous also brought such as the phenomenon of violations of intellectual property rights, the proliferation of spam and so on negative impacts. The network while brings the inestimable convenience, the opportunity and wealth to the people, also brought to the people have many unpredictable potential crisis. Therefore, becomes to the network media implementation control very essential.
In the traditional mass media dissemination domain, the media control research is mature and is practical, has achieved the media control goal in the very great degree. But speaking of the limitless network world, this kind of solid control is unable to achieve nearly, as a result of the network dissemination capacity's infinity, material carrier's invisible, only looked from the technology, if wants the directed net dissemination to be quite difficult, much less under the new technology's support, was had the audiences in the network dissemination a bigger option and the initiative. These have created the network media control attenuation, also has created the network media whole out of control condition.
The network media control has followed the tradition mass media control mode, mainly adopts the administrative restriction and the laws and regulations standard. Synthesizes the domestic and foreign network media control situation, we discovered that by rigidity control mode inextricability network media and so on administrative restriction faces the difficult position at present, the control starts to be in a softness and more recessive path. China's Internet media soft control of the concept has not yet enjoys popular support, and soft control system has not yet successfully construct, Based on the analysis of the reasons for these problems, the proposed strengthening of China's Internet media soft control of the basic ideas and three main control measures, with a view to achieving better control of Internet media.
在传统的大众传播领域中,媒体控制研究成熟而实用,在很大程度上达到了媒体控制的目标。但对于无边无际的网络世界而言,这种实实在在的控制几乎无法做到,由于网络传播容量的无限性,物质载体的无形性,仅从技术上来看,要想控制网络传播都是比较困难的,更何况在新技术的支持下,受众在网络传播中拥有了更大的选择权和主动权。这些都造成了网络媒体控制的弱化,也造成了网络媒体的整体失控状态。
一直以来,网络媒体控制均沿袭传统大众媒体控制方式,主要采取行政制约与法律法规的规范。综合国内外网络媒体控制情况,我们发现由行政制约等硬性控制方式无法解决网络媒体目前面临的困境,控制开始转向更软性和更隐性的道路上。当前我国网络媒体软性控制的理念还没有深入人心,软性控制体系也还未成功建构,本文在分析了造成这些问题的原因之后,提出了强化我国网络媒体软性控制的基本思路和三种主要的控制措施,以期更好的实现对网络媒体的控制。
“The People’s Daily Online”was born in 1997, at the beginning of since the network media the dew has been towering, network media which take issuing the synthesis information for it’s own duty demonstrated the strong vitality and the exuberant successor strength. With the newspaper, the broadcast and the television, the network media changed the situation which the traditional media monopolizes the world. The obvious dissemination superiority has accomplished today network media“all flowers blooms together”the prosperous picture. But simultaneously, network media's prosperous also brought such as the phenomenon of violations of intellectual property rights, the proliferation of spam and so on negative impacts. The network while brings the inestimable convenience, the opportunity and wealth to the people, also brought to the people have many unpredictable potential crisis. Therefore, becomes to the network media implementation control very essential.
In the traditional mass media dissemination domain, the media control research is mature and is practical, has achieved the media control goal in the very great degree. But speaking of the limitless network world, this kind of solid control is unable to achieve nearly, as a result of the network dissemination capacity's infinity, material carrier's invisible, only looked from the technology, if wants the directed net dissemination to be quite difficult, much less under the new technology's support, was had the audiences in the network dissemination a bigger option and the initiative. These have created the network media control attenuation, also has created the network media whole out of control condition.
The network media control has followed the tradition mass media control mode, mainly adopts the administrative restriction and the laws and regulations standard. Synthesizes the domestic and foreign network media control situation, we discovered that by rigidity control mode inextricability network media and so on administrative restriction faces the difficult position at present, the control starts to be in a softness and more recessive path. China's Internet media soft control of the concept has not yet enjoys popular support, and soft control system has not yet successfully construct, Based on the analysis of the reasons for these problems, the proposed strengthening of China's Internet media soft control of the basic ideas and three main control measures, with a view to achieving better control of Internet media.
引文
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[2]杨保军.现实世界与媒介世界.国际新闻界,2000,(2)
[3]黄雁玲.当前我国网络失范及其社会控制:[硕士学位论文],广西:广西师范大学,2003,5
[4](美)斯蒂芬·李特约翰.人类传播理论(第七版)(史安斌译).北京:清华大学出版社,2004,16
[5](美)威尔伯·施拉姆.传播学概论.北京:新华出版社,1984,183-189
[6]向颖轶.新闻执政力:媒体动力圈中的控制革命. http://media.icxo.com/htmlnews/2007/07/23/1166649_5.htm
[7]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,103
[8](美)威尔伯·施拉姆.传播学概论.北京:新华出版社,1984,39
[9]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,57
[10]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,108
[11]李纲,李啸英.国外网络媒体与虚假新闻的博弈.人民网,2007,(09) http://media.people.com.cn/GB/22114/46419/102431/6248512.html
[12]闵大洪.数字传媒概要.上海:复旦大学出版社,2003,71
[13]方明.论中国网络媒体的管理:[硕士学位论文],北京:中国社会科学院,2002
[14]钱伟刚.第四媒体的定义和特征.新闻实践,2000,(07-08合)
[15]雷跃捷,金梦玉,吴凤.互联网媒体的概念、传播特性现状及发展前景.现代传播,2001,(01)
[16]吴满意,刘双,谢海蓉,龙小平.网络媒体导论.北京:国防工业出版社,2008,47
[17]张国良.传播学原理.上海:复旦大学出版社,1995
[18]段鹏.传播学基础-历史、框架与外延.北京:中国传媒大学出版社,2006,239-240
[19]张国良.传播学原理.上海:复旦大学出版社,1995
[20]张隆栋.大众传播学总论.北京:中国人民大学出版社,1993
[21]段鹏.传播学基础-历史、框架与外延.北京:中国传媒大学出版社,2006,133
[22](美)威尔伯·施拉姆.传播学概论.北京:新华出版社,1984,188
[23]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,118
[24]甄凌.我国互联网的社会控制研究:[硕士学位论文],湖南:湖南大学,2004,18
[25]佚名.我国互联网管理模式的创新与转型.人民网,2008,2 http://media.people.com.cn/GB/22114/46419/116231/6932117.html
[26]匡文波.网络媒体概论.北京:清华大学出版社,2001
[27]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,102
[28]佚名.我国互联网管理模式的创新与转型.人民网,2008,2 http://media.people.com.cn/GB/22114/46419/116231/6932117.html
[29]张春江,倪建民.国家信息安全报告[M].北京:人民出版社,2000,177
[30]钱伟刚.网络媒体的发展与管制:[硕士学位论文],浙江:浙江大学,2004,41
[31]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,102
[30]佚名.我国互联网管理模式的创新与转型.人民网,2008,2 http://media.people.com.cn/GB/22114/46419/116231/6932117.html
[31]马传松.论邓小平的社会控制思想.探索,2001,(05),20
[32]杨梅.网络舆论的发展与控制:[硕士学位论文],吉林:东北师范大学,2006,47
[33]邓琼.网络舆论的控制和引导:[硕士学位论文],福建:暨南大学,2007,39
[34]杨梅.网络舆论的发展与控制:[硕士学位论文],吉林:东北师范大学,2006,47
[35]刘金初,陈成文.新编社会学教程.长沙:湖南出版社,1997,445-449
[36]甑凌.我国互联网的社会控制研究:[硕士学位论文],湖南:湖南大学,2004,43-44
[37]甑凌.我国互联网的社会控制研究:[硕士学位论文],湖南:湖南大学,2004,17-18
[38]黄雁玲.当前我国网络失范及其社会控制:[硕士学位论文],广西:广西师范大学,2003,20-22
[39]金筱萍.论道德的他律与自律:[硕士学位论文],湖北:武汉大学,2003,21
[40]黄雁玲.当前我国网络失范及其社会控制:[硕士学位论文],广西:广西师范大学,2003,34-36
[41]金筱萍.论道德的他律与自律:[硕士学位论文],湖北:武汉大学,2003,21
[42]金筱萍.论道德的他律与自律:[硕士学位论文],湖北:武汉大学,2003,21
[43]谢新洲.网络传播理论与实践.北京:北京大学出版社,2004,(01),106
[44]王明燕,苗汝昌,崔然.刍议网络文化的利与弊.教育探索,2007,(06),121
[45]佚名.网络文化如何影响大众.海南新闻网—海南日报,2006, http://news.sohu.com/20060318/n242350142.shtml
[46]汤啸天.计算机网络安全与文明建设的基本对策.http://www.ccet.com/
[2]杨保军.现实世界与媒介世界.国际新闻界,2000,(2)
[3]黄雁玲.当前我国网络失范及其社会控制:[硕士学位论文],广西:广西师范大学,2003,5
[4](美)斯蒂芬·李特约翰.人类传播理论(第七版)(史安斌译).北京:清华大学出版社,2004,16
[5](美)威尔伯·施拉姆.传播学概论.北京:新华出版社,1984,183-189
[6]向颖轶.新闻执政力:媒体动力圈中的控制革命. http://media.icxo.com/htmlnews/2007/07/23/1166649_5.htm
[7]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,103
[8](美)威尔伯·施拉姆.传播学概论.北京:新华出版社,1984,39
[9]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,57
[10]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,108
[11]李纲,李啸英.国外网络媒体与虚假新闻的博弈.人民网,2007,(09) http://media.people.com.cn/GB/22114/46419/102431/6248512.html
[12]闵大洪.数字传媒概要.上海:复旦大学出版社,2003,71
[13]方明.论中国网络媒体的管理:[硕士学位论文],北京:中国社会科学院,2002
[14]钱伟刚.第四媒体的定义和特征.新闻实践,2000,(07-08合)
[15]雷跃捷,金梦玉,吴凤.互联网媒体的概念、传播特性现状及发展前景.现代传播,2001,(01)
[16]吴满意,刘双,谢海蓉,龙小平.网络媒体导论.北京:国防工业出版社,2008,47
[17]张国良.传播学原理.上海:复旦大学出版社,1995
[18]段鹏.传播学基础-历史、框架与外延.北京:中国传媒大学出版社,2006,239-240
[19]张国良.传播学原理.上海:复旦大学出版社,1995
[20]张隆栋.大众传播学总论.北京:中国人民大学出版社,1993
[21]段鹏.传播学基础-历史、框架与外延.北京:中国传媒大学出版社,2006,133
[22](美)威尔伯·施拉姆.传播学概论.北京:新华出版社,1984,188
[23]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,118
[24]甄凌.我国互联网的社会控制研究:[硕士学位论文],湖南:湖南大学,2004,18
[25]佚名.我国互联网管理模式的创新与转型.人民网,2008,2 http://media.people.com.cn/GB/22114/46419/116231/6932117.html
[26]匡文波.网络媒体概论.北京:清华大学出版社,2001
[27]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,102
[28]佚名.我国互联网管理模式的创新与转型.人民网,2008,2 http://media.people.com.cn/GB/22114/46419/116231/6932117.html
[29]张春江,倪建民.国家信息安全报告[M].北京:人民出版社,2000,177
[30]钱伟刚.网络媒体的发展与管制:[硕士学位论文],浙江:浙江大学,2004,41
[31]李希光,周庆安.软力量与全球传播.北京:清华大学出版社,2005,102
[30]佚名.我国互联网管理模式的创新与转型.人民网,2008,2 http://media.people.com.cn/GB/22114/46419/116231/6932117.html
[31]马传松.论邓小平的社会控制思想.探索,2001,(05),20
[32]杨梅.网络舆论的发展与控制:[硕士学位论文],吉林:东北师范大学,2006,47
[33]邓琼.网络舆论的控制和引导:[硕士学位论文],福建:暨南大学,2007,39
[34]杨梅.网络舆论的发展与控制:[硕士学位论文],吉林:东北师范大学,2006,47
[35]刘金初,陈成文.新编社会学教程.长沙:湖南出版社,1997,445-449
[36]甑凌.我国互联网的社会控制研究:[硕士学位论文],湖南:湖南大学,2004,43-44
[37]甑凌.我国互联网的社会控制研究:[硕士学位论文],湖南:湖南大学,2004,17-18
[38]黄雁玲.当前我国网络失范及其社会控制:[硕士学位论文],广西:广西师范大学,2003,20-22
[39]金筱萍.论道德的他律与自律:[硕士学位论文],湖北:武汉大学,2003,21
[40]黄雁玲.当前我国网络失范及其社会控制:[硕士学位论文],广西:广西师范大学,2003,34-36
[41]金筱萍.论道德的他律与自律:[硕士学位论文],湖北:武汉大学,2003,21
[42]金筱萍.论道德的他律与自律:[硕士学位论文],湖北:武汉大学,2003,21
[43]谢新洲.网络传播理论与实践.北京:北京大学出版社,2004,(01),106
[44]王明燕,苗汝昌,崔然.刍议网络文化的利与弊.教育探索,2007,(06),121
[45]佚名.网络文化如何影响大众.海南新闻网—海南日报,2006, http://news.sohu.com/20060318/n242350142.shtml
[46]汤啸天.计算机网络安全与文明建设的基本对策.http://www.ccet.com/