网络电视传播的文化建构

网络电视实现了电视与网络传播模式上的强强联合 ,具有与网络或电视不同的传播文化结构。发散性传播促使了传统电视受众线性思维的解构 ;网络与电视单一传播语境界限的消解 ,使同域或异域文化圈中的不同文化交流远远超出了以往任何一类传播文化形态 ;多媒体技术使传统电视的大众文化特质进一步向传播娱乐化方向发展 ,使传统传播文化的公信度、厚重度呈弱化趋势。网络电视文化从一开始就具有后现代主义文化的明显特征。

The Cultural Establishment in Network TV Dissemination

Network TV, with a dissemination cultural structure totally different from that of network or TV, has realized the combination of TV and network in th e mode of dissemination. Firstly, the mode of divergent network TV dissemination has spurred the decomposition of traditional TV audiences' linear structure of thinking. Secondly, with the gradual boundary disappearance of dissemination con text in mono-network and TV, the communication of different kinds of culture in similar or foreign circles has far surpassed that of any former dissemination cu ltural formation. Finally, because of the use of multi-media technology in TV, p opular culture characteristics of traditional TV have developed in the direction of giving entertainment, thus the public credit and richness of traditional med ia tend to be weakened, giving network TV culture an obvious characteristics of post-modern culture from the beginning.