法国的麦克卢汉：让-鲍德里亚及其后现代传媒观.doc.docVIP

编号：J030 法国的麦克卢汉：让?鲍德里亚及其后现代传媒观 刘燕 浙江大学传播研究所 鲍德里亚是当代欧美走红的后现代理论家。他从消费、信息、传媒和技术的角度用极端的“仿真”理论为我们描绘出一幅由“类像、符码和超真实”所组成的后现代世界。这是一个难以区分表征与意义、类像与真实、意象与现实的世界。类像、仿真、内爆与超真实不仅是理解鲍德里亚后现代理论的关键概念，也是大众媒体构建现实的手段。鲍德里亚对当代媒体新技术的前景深表担忧，因而他对当代大众传媒持一种批判的态度。媒介技术的非理性导致了一系列的后果：整个世界形成“仿真流变”，到处漂浮着丧失了意义的能指；所有的一切均暴露在信息和传播刺目而无情的强光之下；符号主宰了世界，主体丧失了以往的优越性；受众的策略也只能是消极的宿命策略。鲍得里亚基于对大众媒体的技术特性分析，对数字化、仿真化和信息化的资本主义社会进行了深刻的批判。他的理论虽然怪异极端，却为当代社会植入了一种新的文化原则，也为我们理解当代新传播形式对社会的影响提供了开创性的思路。 类像；仿真；内爆；超真实；后现代主义 A French Mcluhan: Jean Baudrillard and His Post-modern Media Theory Liu Yan (Institute of mass communication, Zhejiang university, Hangzhou, 310028) Jean Baudrillard is a contemporary popular post-modern theorist in Europe and America. From the view of consumption, information, media and technology, he described a post-modern world constituted of simulacrum, codes and hyper-reality using extremely “simulations” theory for us. This is a world that could not distinguish representation from meaning, simulacrum from truth and images from reality. Simulacrum, simulations, implosion and hyper-reality is not only the key conceptions for our understanding Baudrillard’s postmodern theory, but also the means of mass media constituent reality. Worried about perspective of contemporary new media technologies, Baudrillard has a critical attitude to contemporary mass media. A series of consequences are caused irrationality of media technologies: all the world has become a “simulation flow”, signified being lacked of meaning flowed everywhere; everything is exposed to the harsh and inexorable light of information and communication; signs dominate the world, subjectivity lose its previous privilege; the strategies of the mass can only rest on passive fatal strategies. Baudrillard criticized capitalism society of its digitalization, simulations and information based on the analyses of the mass media technologies. Although his theory is radical and ridiculous, he had been leading a new culture principle in contemporary society