January  2020 51
全球化時代下華人社會的傳播理論建構與實務發展
Development of Communication Theories and Practices in Chinese Societies in the Age of Globalization

          全球化(globalization)的腳步正逐漸滲透至世界各地的每一個角落,它跨越國籍、語言、文化、種族等一系列差異所形成的障礙,將每一個個體、組織及行業納入到一場浩大的流動之中,大至國與國之間的資本、信息、技術等的流動,小至「全球化」(globalized)及「在地化」(localized)具體於每個場景所呈現的統一及矛盾、全球不同學派對於同一學科下相同問題的不同解讀,均構成了此過程中值得探討並研究的多種課題。

在本期的學術對談—休梅克教授、黃煜教授與韓綱教授〈媒介傳播學的理論化:理論建構與發展〉一文中,我們清楚地看到一位在傳播學界深具國際影響力的學者的學術發展歷程,值得有志於從事傳播理論建構的學者借鑒。休梅克教授指出,「理論建構」是傳播學科的最大課題,也是她窮極其學術生涯,主要聚焦與努力的重點。她根據個人的經驗,提出了以下幾個理論建構的重要元素:對社會現象進行深刻觀察;提出清楚而具體的問題意識;走自己的路—不懼怕與主流研究方向分歧。此外,引入其他領域之理論,鍥而不捨地在現象與理論間進行反芻,進而持續修正理論模型。最後,休梅克教授總結,理論創新與建構必須對個別理論的前世今生有透徹了解。利用舊的理論來激發新的想法,走一條別人沒有走過的羊腸小徑(而非大家都走的康莊大道),這是理論建構的重要途徑。

除了學術對談,本期尚收錄四篇精彩論文。盧鴻毅教授等在〈談論癌症這回事!〉一文中,就癌症議題,探討傳播與溝通領域的重要課題—揭露、隱瞞與傳播倫理。本文透過對11位受訪者的深度訪談,將自主權、隱私邊界、死亡禁忌、女性為照顧者的刻版形象,以及其所引發的性別與醫療等議題,娓娓道來,具體而微地彰顯出華人健康傳播與家庭溝通中的獨特表現及啟示。

戴穎潔在〈在地「連結」〉一文中,結合田野調查和深度訪談,分析「模式節目」進入中國市場時,以下諸多元素的角力與博弈:(1)全球化、在地化;(2)生產方、平台方、廣告商;(3)政治、經濟、文化,以及技術等四大動力機制。本文的主要發現是:政治是最主要的元素,與其他動力機制,共同制約了「模式引入」的型態與運作。此外,研究結果亦描繪了全球化與在地化的互動關係,並細述在地的動能性與內部諸多張力的博弈。

𣈱之則在〈與父權「遊戲」〉一文中,透過中國大陸多個金屬音樂現場的參與觀察,以及對女樂迷的訪談,探討全球化過程中,大陸女性樂迷的聆聽現場與表現以及與身份認同之關聯性。本文指出,重金屬女樂迷呈現三種風格:男性化風格、性感風格,以及潮酷的叛逆風格。本文也提出反思性觀察:雖然女樂迷常被重金屬樂的情緒、力量以及審美等元素所吸引,從而找到認同和歸屬感,但是,這些女性「金屬黨」在其日常生活與金屬樂的場景中,仍然存在「雙重邊緣化」的現象。

          The effects of globalization have overcome the barriers formed by differences, such as nationality, language, culture, and ethnicity. It has absorbed individuals, organizations, and industries into its phenomenal flow, which has affected nearly every facet of human life from the movement of capital, information, and technologies among countries to contextual representations of the dynamic balance between globalization and localization. Globalization has also affected interpretations in different schools of thought about issues within the same field of study. Therefore, a variety of topics are worth exploring in the globalization process. We will discuss several of them in this issue.

In Academic Dialogue, Professor Shoemaker shares her experiences in theory development, revealing notable implications for Chinese communication researchers and those who wish to contribute to the increasingly globalized study of communications.

Lu and fellow researchers contribute to health and family communication in their article on the in-depth interviews they conducted with Chinese women caregivers of cancer patients, deriving meaningful implications from the standpoint of Chinese society.

In addition to the uniqueness of Chinese society, especially in communication theory and practice, we should not neglect either the integration or the confrontation with global economic and cultural elements, both of which have farreaching implications. Dai proposes a connectivity view on the localization of global entertainment, analyzing TV program formats in Mainland China from a power mechanism perspective based on field research and in-depth interviews. Liu discusses Chinese womens identity and dual marginalization in the globalization of heavy metal music.

In their article, Chou and Chiang study the combined characteristics of Chinese and Western communication by exploring negative campaign advertisements in Taiwan.

 

本文引用格式﹕

黃懿慧(2020)。〈全球化時代下華人社會的傳播理論建構與實務發展〉。《傳播與社會學刊》,第51期,頁vviii

 

Citation of this article:

Huang, Y.-H. C. (2020). Development of communication theories and practices in Chinese societies in the age of globalization. Communication & Society, 51, vviii.

 

No.51  2020 January
No.50  2019 October
No.49  2019 July
No.48  2019 April
No.47  2019 January
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