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上个世纪70年代末开始,华夏传播研究开始兴起,也有了相当进展。在当前反思传播主体性的思潮下,深入剖析中西传播理论的差异显得很有必要。我们认为西方传播理论重科学精神与方法,具有“理剖万物”的特质,其经验学派研究重点侧重大众传播效果研究,缺乏价值与道德判断。华夏传播理论则以仁兼济天下,具有“心传天下”的理论特质,为世界传播学增添一缕人文精神。为此,本文将从发展背景、思维方法、表达方式、研究重点、价值取向等各方面对中西传播理论进行对比研究,以期彰显华夏传播理论的中国风格。
Since the late 1970s, the research on the spread of Huaxia began to rise and considerable progress has been made. Under the current ideological trend of introspecting the subjectivity of dissemination, it is necessary to thoroughly analyze the differences between the two theories. We think that the western communication theory focuses on the scientific spirit and method and has the trait of “tracing all things”. The study of its empirical school focuses on the research on the effect of mass communication and lacks the value and moral judgment. Huaxia Communication Theory is based on the theory of “both the heart and the world” and “the heart and soul” to add a ray of humanistic spirit to the world communication. Therefore, this article will make a contrastive study of the theory of Chinese and Western communication from the aspects of development background, thinking method, expression method, research emphasis and value orientation so as to highlight the Chinese style of Chinese communication theory.