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| 文章编号：1672-3104(2013)05-0209-04 |
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社会决定论视野中的新媒体与受众主体身份 |
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严亚1, 2，李公文1 |
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（1. 重庆第二师范学院文学与传媒系，重庆，400067；
2. 西南大学新闻传媒学院，重庆，400715） |
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| 摘 要： 从社会决定论考察新媒体，新媒介技术的介入将使人类的社会生活出现极大变化。新媒体实现了前所未有的互动性，其本质特征是技术上的数字化、传播上的互动性。正是这种互动性所赋予的瓦解力量，人们终于能以自身主体身份参与互动，受众的主体身份逐渐明确起来。新媒介的互动特性不仅构建受众的自我主体性身份，更使受众的自我主体身份构建转向他者主体性。 |
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| 关键词： 新媒体；互动；自我主体身份；他物主体性；第二媒介时代 |
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The New Media and The Identity of Audiences An Analysis of the Theory of Social determinants |
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YAN Ya1, 2, LI Gongwen1 |
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（1. The Department of Art & Communication of Chongqing University of Education, Chonqing 400067, China;
2. School of Journalism and Communication of Southwest University, Chonqing 400715, China） |
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| Abstract: According to technological determinism，the involvement of new media will enable the social life of human beings present a great change. New media achieves an unprecedented level of interactivity whose essential character is digital technology and interactive dissemination. It is with the help of the power provided by interaction, that people are finally able to participate in interactive actions with subjectivity status, and the self subjectivity of the audience is gradually apparent. The interactive features of the new media not only build the audiences’ self identity but also make it turn to the otherness. |
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