媒介距离论距离作为传播资源的思考与分析（11月30日）..doc

媒介距离论：距离作为传播资源的思考与分析 邵培仁 杨丽萍 浙江大学传播研究所 浙江 杭州 310028 [摘要]在大众传播理论中，距离是一个非常重要的概念，许多经典的新闻学和传播学理论中都包含了对“距离”的思考。在大众传播实践中，距离一方面被作为影响传播效果的障碍，另一方面又被作为可加以调节的空间资源。媒介距离理论能够指导媒体如何利用技术、如何适度把握传播内容与受众之间的距离，将媒介距离由传播屏障转化为空间资源，达到理想的传播效果，达到良好的社会效益，使大众媒介更好地服务社会、服务大众。通过界定媒介距离的内涵，厘清了要研究的问题。并对人文社会学科中距离相关理论及新闻传播学视域中的距离概念进行了梳理，其次从媒介距离概念出发，对媒介距离的分类及性质进行了理论探讨；最后探讨了媒介距离在大众传播实践中的运用，探讨了报纸、广播、电视及网络等媒体如何把握适度媒介距离，取得良好传播效果的课题。 [关键词]媒介距离；大众传播；时空距离；社会距离；心理距离 Theory of Media Distance: Distance as Communicational Resource Shao Pei-ren Yang Li-ping Communication Studies Institute, Zhejiang University, Hangzhou, 310028 Abstract: In the theory of mass communication, distance is an important concept and many classic theory editions of journalism and communication studies involve the thinking of ‘distance’. In the process of mass communication practice, distance is considered to be an obstacle of media effect, and as well as some kind of space resource that can be adjusted. The theory of media distance can direct media how to use technique; how to hold the distance between media content and audience in a moderate way; how to change media distance from communicational obstacle to space resource in order to realize ideal media effect, good social benefit and good service to society and people. Through defining the meaning of media distance, we can clarify the questions about it. The thesis cards the concept of distance in sociology and related subject; discusses type and kind of media distance theoretically; discusses the application of media distance in the practice of mass communication, such as how newspaper, radio, TV and Internet hold moderate media distance to make a good media effect. Key Words: Media Distance; Mass Communication; Time and Space Distance; Social Distance; Psychological Distance 距离存在于日常生活的方方面面，可以说是无处不在、无时不在。人们最初对“距离”的认识是从空间开始的。在长期的社会实践中，不同地域的人们形成不同的文化，为空间赋予了不同含义，法国思想家亨利·列斐伏尔提出“空间是社会关系的产物”的论断，表明空间“距离”代表了一定的社会关系，并对人们的心理产生影响。人们往往根据双方的“距离”来决定传播内容和方式。正如麦克卢汉所言：“言语是我们决定人体距离的主要手段。人体距离不仅是物