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1、 有關(guān)媒介即按摩”及其在網(wǎng)絡(luò)時代的價值的探究 中英文對照 The medium is the massage "and its value in the Internet age study of Chinese and English language compared 　　20世紀(jì)60年代，正當(dāng)英國甲殼蟲樂隊大舉沖擊美國廣播電視之際，享譽全球的“媒介大巫”麥克盧漢出版了其最為暢銷的《媒介即按摩》一書。此書猶如天之神諭，以格言警 In the 1960 s, just as the beatles heavily impact the American broadcast tel

2、evision, "medium" of the worlds most prestigious Marshall McLuhan has published the most best-selling book "the medium is the massage. The book is like a day of oracle, with maxim p 句搭配圖片、照片，其構(gòu)思之精巧、語言之精妙，令人嘆為觀止?！懊浇榧窗茨Α币徽Z也憑著書籍暢銷100萬冊的業(yè)績，①以及美國哥倫比亞廣播公司（CBS）和美國國家廣播公司 Words with pictures, photos, thei

3、r idea is exquisite, elegant language, amazing. The language also with books "medium is the massage" sold 1 million copies of performance, (1) and the Columbia broadcasting company (CBS) and the national broadcasting company （NBC）同步發(fā)行的同名唱片和專題紀(jì)錄片，②成為麥克盧漢最為流行的“標(biāo)簽”之一。 (NBC) release records and speci

4、al documentary of the same name, (2) becomes one of the most popular "tag" McLuhan. 　　知識界對“媒介即按摩”的誤解 Intellectual community of "medium is the massage" misunderstandings 　　時至今日，知識界對“媒介即按摩”的理解仍是仁者見仁、智者見智。其中，將之視為麥克盧漢慣用的文字游戲的看法最為盛行。萊文性特征。用金惠敏先生的話說，“這實際 Today, the intellectual understanding of "med

5、ium is the massage" is still the opinion and views. Among them, as Marshall McLuhan idiomatic word game view is most prevalent. Levin sexual characteristics. In the words of Mr Jin Huimin, "it actually 上是將文學(xué)研究范式引入媒介研究”。意大利學(xué)者蘭伯特以整書內(nèi)容闡發(fā)了麥克盧漢媒介研究的文學(xué)根源，她認(rèn)為，麥克盧漢的媒介研究根源于其對教父傳統(tǒng)和17世紀(jì)英國玄學(xué)派 Is introdu

6、cing literature research paradigm on media research. "lambert to Italian scholars exposition of the whole book content roots, Marshall McLuhan media research literature, she thinks, McLuhans media research is rooted in its traditional to godfather and 17th century English metaphysical 詩歌的研究，根

7、源于古典人文三學(xué)科（語法、修辭、邏輯）的知識背景和現(xiàn)代主義的形式實驗。[13]以至于麥克盧漢自己都承認(rèn)，他“對媒介的研究深深扎根于瑞恰慈、利維斯、 Classical poetry study, rooted in three disciplines of humanities (grammar, rhetoric, logic), knowledge background and modernism in the form of experiment. [13] that McLuhan himself admitted that he is "the study of media dee

8、ply rooted in Keats, weiss, 艾略特、龐德和喬伊斯等人的工作之中”。[14]麥克盧漢人文主義背景體現(xiàn)出的“感性”特征，正是與電子媒介密切相關(guān)的“聽覺空間”、“統(tǒng)一場”、“環(huán)視”的內(nèi)在要求。 Eliot and Ezra pound Joyce and others work. "[14] McLuhan humanism background reflects the characteristics of" sensibility ", it is closely related to electronic media "auditory space"

9、, "unified field", the inherent requirement of "look around". 　　“媒介即按摩”在互聯(lián)網(wǎng)時代的價值 "The medium is the massage" in the Internet age 　　自互聯(lián)網(wǎng)產(chǎn)生以來，對其的褒貶就從未間斷，然而爭論雙方均未注意到麥克盧漢的洞察：長遠(yuǎn)來看，對我們的思考和行為方式產(chǎn)生影響的，是媒介本身對我們的“按摩”。也就 Since the Internet generation, its appraisement has never stopped, but both sides did

10、 not noticed that McLuhans insight: in the long run, affect our way of thinking and behavior, is a "massage" medium itself to us. It also 是說，當(dāng)信息傳播從原來的輻射式擴(kuò)散轉(zhuǎn)化為多節(jié)點、無中心的“多對多”傳播時，內(nèi)容的重要性開始下降，媒介本身的重要性逐步上升。傳播的意義不再主要體現(xiàn)在傳輸?shù)男畔?nèi) Is that when information is transmitted from the original radial diffusion

11、 for the node, without the "many-to-many" in the center of the spread, the importance of the content began to decline, the importance of the medium itself is gradually increased. The spread of meaning no longer is mainly manifested in the transmission of information 容上，而更多地通過媒介自身的“按摩”作用對人產(chǎn)生影響

12、，這是麥克盧漢的深刻洞察，甚至可以稱為媒介領(lǐng)域的“哥白尼式革命”。 Capacity, and more through the medium of their own "massage" role to influence people, this is McLuhans deep insight, can even be called a "Copernicus revolution" in the field of media. 　　在網(wǎng)絡(luò)時代，“媒介即按摩”讓我們警惕：互聯(lián)網(wǎng)在帶給我們便利的同時，它還通過“按摩”帶給我們知覺上的麻木和記憶消退的傷害。互聯(lián)網(wǎng)作為一種通用媒介，是對我

13、們的 In network times, the "medium is the massage" let us alert: the Internet bring us convenient, at the same time it also bring to our perception through "massage" numbness and memory decay. As a universal medium, the Internet is for us 感覺、認(rèn)知和記憶的全方位擴(kuò)展，它通過對人的全方位“按摩”，帶來甚于傳統(tǒng)一切媒介的更為強烈的麻木效果。用達(dá)伊基的

14、話說，互聯(lián)網(wǎng)通過“按摩”，“改變了人類的中樞神經(jīng) Comprehensive perception, cognition and memory expansion, it through to the persons all-round "massage", bring all better than the traditional media more strong numbing effect. In the words of his base, and the Internet through "massage", "change the human central nervous s

15、ystem 系統(tǒng)”。[15]我們的大腦變得越來越心甘情愿地融入其中，以至于“我們給計算機編程的同時，計算機也在給我們編程”。[16]我們不再按照自己的知識和直覺去行動，而是心不 System ". [15] our brain is becoming more and more willingly is blended in among them, so that "we give the computer programming at the same time, the computer also in to our program". [16] we are no lon

16、ger according to their own knowledge and intuition to act, but a heart 在焉地敷衍了事。森在《數(shù)字麥克盧漢》中認(rèn)為：“對這個標(biāo)題（媒介即信息）的議論大行其道，所以他禁不住來一點雙關(guān)，把‘message’改為‘massage’，并以此命名一本新 In how to perfunctory. Sen in the digital McLuhan thought: "to the title () medium is the information about popular, so he cant help bu

17、t to a little pun, changed the message to massage and name a new 書。他在《逆風(fēng)》中又幽了一默，說‘媒介即混亂時代（mess-age）’。在《把握今天》中，他又把message拆開，寫成‘大眾時代’（mass age）’?！雹? Book. In his "headwinds" and a hammer, you said the medium is the era of chaos (mess - age). In seize today, and he unwrapped message, written as

18、popular era (mass age) . "(3) 　　何道寬持相同看法：麥克盧漢“用滑稽喜劇手法玩弄自己的表述，把message變成massage、mass age、mess age，于是就弄出了‘媒介即按摩’、‘媒介即大眾時代’和‘媒 He Daokuan hold the same view: McLuhan ", is expressed by the funny comedy play with their message into massage, mass, age, mess age, then get out of the "medium is the mass

19、age", "medium is the era" and "medium of the masses 介即混亂時代’這樣的文字游戲”。④類似的還有《從容面對媒體》的作者莫利斯等。有人甚至認(rèn)為“媒介即按摩”是對“媒介即信息”的“誤拼”（即將“message”中“e”誤 Medium time namely chaos the word game. "(4) are similar and author of calm in the face of the media, Maurice, etc. Some even think that" the medium is the m

20、assage "is for" medium is the message "" misspelled" (the "message" in the "e" 拼為“a”），進(jìn)而直接將之讀作或譯作“媒介即信息”。 Spelling for "a"), and then directly to read or translation "medium is the message". 　　可見，學(xué)界很少將“媒介即按摩”視作同麥克盧漢其他論斷如“地球村”、“后視鏡”那樣的獨立命題。事實上，“媒介即按摩”是麥克盧漢媒介思想的重要一環(huán)，他將“信息 Visible, academics

21、 will rarely "medium is the massage as with Marshall McLuhan" other claims such as "global village", "mirror" that independent proposition. In fact, "the medium is the massage" is an important part of McLuhan media thoughts, he would "information ”（message）巧妙改作“按摩”（massage），實乃有意為之，且賦予其獨立含義。廓清

22、這一流布甚廣之命題的深刻內(nèi)涵，不僅有助于更好地理解曾被《花花公子》雜志稱為“流 "(the message) clever Jew" massage "(massage), are intentional, and endow them with independent meaning. Indexes of the proposition of the profound connotation of spread very widely, not only help to better understand was playboy magazine called" flow

23、行崇拜中的高級祭司和媒介形而上學(xué)家”，被《紐約先驅(qū)論壇報》譽為“繼牛頓、愛因斯坦、弗洛伊德之后最重要的思想家”的麥克盧漢，而且對于認(rèn)識互聯(lián)網(wǎng)時代的媒介圖景具有 Line worship "medium of the high priest and metaphysics, by the New York herald BBS newspaper as" after Newton, Einstein and Freud is the most important thinkers "McLuhan, and for the age of the Internet to know the pic

24、ture with the medium 重要的方法論意義。 Important methodology significance. 　　如何理解“媒介即按摩” How to understand "the medium is the massage" 　　麥克盧漢曾多次提及“媒介即按摩”，足見其并非是對“媒介即信息”的誤拼。1966年，麥克盧漢在致約萬諾維奇的信中明確提及：“特勒昨天在電話中嘟囔，為矮腳雞出版 McLuhan has repeatedly referred to "the medium is the massage", it serves to s

25、how it is not the misspelling of "medium is the message". In 1966, Marshall McLuhan to jovanovic explicitly mentioned in a letter: ", say on the phone yesterday, published for the bantam 社和蘭登書屋對《媒介即按摩》的爭搶感到壓抑?！雹蓰溈吮R漢研究專家馬爾尚發(fā)現(xiàn)，《媒介即按摩》的書名是“麥克盧漢本人定下的”。不僅如此，麥克盧漢在其著作中也對該術(shù) Clubs and random house of

26、 the medium is the massage for feel depressed. "5. McLuhan expert marchand found that" the medium is the massage "is the title of" Marshall McLuhan I set ". Not only that, Marshall McLuhan in his book on the art 語有多次論述。該書的策劃人阿爾吉亦聲稱，取名“按摩”實際是暗示“媒介不是中性的東西，它拽住人，摩擦人的肌膚，按摩人的肉體，把人撞擊得團(tuán)團(tuán)轉(zhuǎn)”。⑥臺灣和國內(nèi)部分

27、Have discussed many times. The mastermind of the algie also claimed that the name "massage" is actually suggested that "the medium is not neutral, it grabbed, friction of the skin, massage the body, the people hit around". 6. Taiwan and domestic parts 學(xué)者開始注意到“媒介即按摩”的獨立含義。陳應(yīng)強等指出：“媒介不僅僅是信息，而且是向

28、你全身一切感官發(fā)生作用的、像按摩一般的音訊。”⑦唐圣平注意到，麥克盧漢在提出 Scholars began to pay attention to the independent meaning of "medium is the massage". Chen Yingjiang etc. Pointed out: "media is not only information, but also to whole body all your senses to you from work, like a massage." All landowners Tang Shengping noti

29、ced that McLuhan proposed “媒介即信息”的同時，還提出了一個重要論點：“媒介即按摩?！雹? "The medium is the message" at the same time, also makes an important point: "the medium is the massage." today 　　聯(lián)系麥克盧漢的研究方法“我不解釋，我只探索”，以及他所謂的“當(dāng)今世界，拼接取代了視點，探索代替了目標(biāo)”，可以說，“媒介即按摩”所屬意的，不再是對單一感官施 Contact approach to the study of McLuha

30、n "I dont explain, I only to explore", and what he called "in todays world, splice replaced perspective, explore replaces the goal", can say, the meaning of "medium is the massage" belongs to, is no longer the single senses 加影響的“視角主義”，而是一種為電子媒介所標(biāo)志的非視角或反視角的整體思維。它是對人體做全身“按摩”。其內(nèi)涵至少包括以下方面： Impac

31、t "perspective", it is a sign of perspective by electronic media or negative perspective of the overall thinking. It is a general "massage" to the human body. Its connotation includes at least the following areas: 　　第一，媒介即后果。麥克盧漢的媒介研究可以用“后果范式”來概括。⑨在他那里，媒介即按摩，其含義在于“媒介作用于人類感官的比率，滲透其中并對其塑形和改造”。⑩ Fir

32、st, the medium is the consequences. McLuhans media research can be summed up in "consequences paradigm". Pet-name ruby in his there, medium is the massage, the implication is that "the medium ACTS on the human senses, the ratio of permeability and its shape and reform". attending 理解媒介即意味著理解媒介

33、的后果，[11]由此，理解“媒介即按摩”即意味著理解“按摩的后果”。這種后果不是發(fā)生在觀念層面，而致力于改變?nèi)藗兊恼J(rèn)知模式和感官比率。 Understanding media means that the consequences of understanding media, [11] as a result, understanding "the medium is the massage" means understanding the consequences of "massage". This consequence is not happening at the concept

34、 level, and to change peoples cognitive mode and the ratio of the senses. 　　第二，媒介的后果是在“統(tǒng)一場”中“環(huán)視”的結(jié)果。麥克盧漢說，“‘媒介即按摩’指的是對當(dāng)下發(fā)生事情的環(huán)視”。[12]他使用“環(huán)視”一詞，同時引入海森伯的“統(tǒng)一 Second, the consequences of media is a "look around" in the "unified field" results. McLuhan says, " the medium is the massage refers to looki

35、ng for the moment what happened". He USES the word "around" [12], at the same time the introduction of Heisenberg "unification 場”理論，從性質(zhì)和方式上對后果范式作了規(guī)定。在統(tǒng)一場中，各種要素的作用不是線性的、序列的，而是同時、同步的。即是說，媒介的“按摩”不再僅僅作用于單一肢體或感官 Field "theory, from the nature and the way of consequences made rules paradigm. In th

36、e unified field, the role of the various elements is not linear, sequence, but at the same time, synchronous. That said, the medium of" massage "is no longer only applies to a single body or senses ，而是同時觸及身體的各個部位，是在“統(tǒng)一場”中的“環(huán)視”，而非如前電子時代的“視角主義”那樣只是“從你坐的位置看”。 , but touch all parts of the body a

37、t the same time, it is in the "unified field" of "look around", rather than as before the electronic age "perspective" that is "take the position of the see" from you. 　　第三，以“環(huán)視”而非“視點”突出媒介的感性特征。用金惠敏先生的話說，“這實際上是將文學(xué)研究范式引入媒介研究”。意大利學(xué)者蘭伯特以整書內(nèi)容闡發(fā)了麥克盧漢媒介 Third, in order to "look around" rather than "vie

38、wpoint" highlight the perceptual characteristics of medium. In the words of Mr Jin Huimin, "this is, in fact, literature research paradigm to media studies". Italian scholars lambert exposition of Marshall McLuhan media in the whole book content 研究的文學(xué)根源，她認(rèn)為，麥克盧漢的媒介研究根源于其對教父傳統(tǒng)和17世紀(jì)英國玄學(xué)派詩歌的研究，根

39、源于古典人文三學(xué)科（語法、修辭、邏輯）的知識背景和現(xiàn)代主義的形式 Research of literature source, she thinks, McLuhans media research is rooted in its traditional to godfather and 17th century English metaphysical poetry study, rooted in the classical three disciplines of humanities (grammar, rhetoric, logic), knowledge background

40、and the form of modernism 實驗。[13]以至于麥克盧漢自己都承認(rèn)，他“對媒介的研究深深扎根于瑞恰慈、利維斯、艾略特、龐德和喬伊斯等人的工作之中”。[14]麥克盧漢人文主義背景體現(xiàn)出的“感性” The experiment. [13] that McLuhan himself admitted that he is "the study of media deeply rooted in goodness, the weiss, Eliot and Ezra pound Joyce and others work". [14] McLuhan human

41、ism reflects the background of "sensibility" 特征，正是與電子媒介密切相關(guān)的“聽覺空間”、“統(tǒng)一場”、“環(huán)視”的內(nèi)在要求。 , and it is closely related to electronic media "auditory space", "unified field", the inherent requirement of "look around". 　　“媒介即按摩”在互聯(lián)網(wǎng)時代的價值 "The medium is the massage" in the Internet age 　　自互聯(lián)網(wǎng)產(chǎn)生以來

42、，對其的褒貶就從未間斷，然而爭論雙方均未注意到麥克盧漢的洞察：長遠(yuǎn)來看，對我們的思考和行為方式產(chǎn)生影響的，是媒介本身對我們的“按摩”。也就 Since the Internet generation, its appraisement has never stopped, but both sides did not noticed that McLuhans insight: in the long run, affect our way of thinking and behavior, is a "massage" medium itself to us. It also

43、 是說，當(dāng)信息傳播從原來的輻射式擴(kuò)散轉(zhuǎn)化為多節(jié)點、無中心的“多對多”傳播時，內(nèi)容的重要性開始下降，媒介本身的重要性逐步上升。傳播的意義不再主要體現(xiàn)在傳輸?shù)男畔?nèi) Is that when information is transmitted from the original radial diffusion for the node, without the "many-to-many" in the center of the spread, the importance of the content began to decline, the importance of the med

44、ium itself is gradually increased. The spread of meaning no longer is mainly manifested in the transmission of information 容上，而更多地通過媒介自身的“按摩”作用對人產(chǎn)生影響，這是麥克盧漢的深刻洞察，甚至可以稱為媒介領(lǐng)域的“哥白尼式革命”。 Capacity, and more through the medium of their own "massage" role to influence people, this is McLuhans deep

45、insight, can even be called a "Copernicus revolution" in the field of media. 　　在網(wǎng)絡(luò)時代，“媒介即按摩”讓我們警惕：互聯(lián)網(wǎng)在帶給我們便利的同時，它還通過“按摩”帶給我們知覺上的麻木和記憶消退的傷害。互聯(lián)網(wǎng)作為一種通用媒介，是對我們的 In network times, the "medium is the massage" let us alert: the Internet bring us convenient, at the same time it also bring to our percepti

46、on through "massage" numbness and memory decay. As a universal medium, the Internet is for us 感覺、認(rèn)知和記憶的全方位擴(kuò)展，它通過對人的全方位“按摩”，帶來甚于傳統(tǒng)一切媒介的更為強烈的麻木效果。用達(dá)伊基的話說，互聯(lián)網(wǎng)通過“按摩”，“改變了人類的中樞神經(jīng) Comprehensive perception, cognition and memory expansion, it through to the persons all-round "massage", bring all bet

47、ter than the traditional media more strong numbing effect. In the words of his base, and the Internet through "massage", "change the human central nervous system 系統(tǒng)”。[15]我們的大腦變得越來越心甘情愿地融入其中，以至于“我們給計算機編程的同時，計算機也在給我們編程”。[16]我們不再按照自己的知識和直覺去行動，而是心不 System ". [15] our brain is becoming more and more willingly is blended in among them, so that "we give the computer programming at the same time, the computer also in to our program". [16] we are no longer according to their own knowledge and intuition to act, but a heart 在焉地敷衍了事。 In how to perfunctory.