当代文化传播的伦理特质及其社会动能

冉华

摘要：当代文化就本质而言是一种媒介文化，从外在看是一种消费占主导的文化，它明显呈现出产业化和圈层化的发展趋势。个体生存与社会运行的互动越发频繁，“生活世界”亟待返场，全新的文化传播形态正在生成。因此，当代文化传播活动必须遵循相应的历史文化逻辑，文化传播策略则要接受传播政治经济学的积极启示；前者突出超越道德理性的伦理精神，后者强调重建伦理实体和重构伦理空间的必要性，两种研究路径结合的趋势为当代文化传播确立了伦理的价值取向。在伦理的框架下，可以对当代文化传播的社会动能进行深度开掘：在伦理实体的基础上重构文化主体—伦理精神，经过伦理分层实现媒介融合—伦理贯通，通过伦理塑形达到感知世界—伦理超越。

关键词：文化传播 关系传播 传播伦理 伦理分层 伦理精神

The Ethical Characteristics and Social Dynamics of Contemporary Cultural Communication

Ran Hua

Abstract Essentially，contemporary culture is a media culture.Externally，it is a kind of consumption-oriented culture.It clearly shows the development trendency of industrialization and layeralization.Among them，the interaction between individual survival and social operation is becoming more and more frequent，the “life world” needs to be returned，and a new cultural communication form is being generated.Therefore，contemporary cultural communication activities must follow the corresponding historical and cultural logic，while cultural communication strategies must accept the positive revelation of communication political economy； The former emphasizes the ethical spirit beyond moral rationality，while the latter puts more emphasis on the necessity of reconstructing ethical entities and space.The trend of combining the two research paths establishes the ethical value orientation of contemporary cultural communication.Under the framework of ethics，we can deeply explore the social kinetic energy of contemporary cultural communication： reconstructing the cultural subject—ethical spirit on the basis of ethical entity，realizing media fusion through ethical layer—ethical communication，and achieving through ethical shaping to perceive the world-ethical transcendence.

Keywords Cultural Communication；Relationship Transmission；Communication Ethics；Ethical Layer；Ethical Spirits