McQuail27s normative theories翻译.doc

Passage Two McQuails Normative Theories We may not hear the clash of battle but we can be sure it is raging; and we may need to be wary of whatever ”peace treaty” emerges from the struggle, for the signatories to it, the beneficiaries, will be corporate, not individual, with the public functioning largely as spectators. This is a timely moment to conduct an overview of contrasting theories of purpose and to examine a number of principles of media performance which may or may not survive into the new Digital Age.我们也许没有听到战斗的冲突声,但我们可以确信它是激烈的，并且我们需要当心任何在斗争中出现的和平条约，因为签署国对于收益人来说是全体的，而不是个人的，公众很大程度上只是起了旁观者的作用。现在是个恰当的时机来对比较理论的目的进行一个概述，和检验在新的数字时代许多媒介原理能不能存活下来。All parties to the definition of the functions or purposes of media find little difficulty agreeing that the task of media is to inform, to educate and to entertain. Yet for the student of communication, such a trio of media goals resembles a set of holograms, appearing to have substance and meaning but reaching out to them only locates thin air. Information, yesbut what information; education, yesbut what do we mean by education; entertainment, certainlybut does it s separate classification mean that it cannot also be informative and educational or that information and education cannot be entertaining? Several commentators, best known among them Denis McQuail, have sought to create a more complex taxonomy of purposes as they operate in varying contexts.在对于媒介功能或目的的定义上，各方所少有争议的就是其具有通知，教育和娱乐的任务。然而对于学习传播学的学生来说，媒介所具有的这三个功能就像是一幅全息投影，看起来好像有实质的内容和意义，但是其实他们并不能真正理解（媒介的三个功能）。是的，媒介提供信息，但是提供什么样的信息；媒介有教育的功能，但是我们在这里所讲的教育是什么样的教育；媒介具有娱乐的功能这是肯定的，但是将媒介的娱乐功能独立分类是否意味着媒介在承担娱乐功能的同时是不能够传达信息和进行教育的，或者说传达信息和进行教育是不能通过娱乐的方式实现的。一些评论家，其中最著名的是麦奎尔，正在试图创造一个更加复杂的关于媒介在不同的情境之下的目的分类系统。They are referred to as normative theories. By this we mean functions as they should be according to dominant criteria; in some cases an ideal, in others a necessity; and they constitute guidelines to performance. In Mass Communication Theory:An Introduction, McQuail posits six normative theories of media purposes:n Authoritarian theoryn Free Press theoryn Social Responsibilityn Soviet theoryn Development theoryn Democratic-participant theoryIn each case the theory relates the performance of media to the position taken up by the state towards the transmission of information, comment and expression. 它们被称为规范理论。通过这一点，我们指，在某些理想的状况下，或者在其他必须的情况下，职能应该根据最高标准，并构成标准的表现。在大众传播理论的一个介绍中，麦奎尔提出了六个媒体规范理论的目的：n 权威理论n 自由新闻理论n 社会责任理论n 苏联理论n 发展理论n 民主参与理论在每种情况下，这些理论都将媒体的行为和政府对信息传播、评论、态度所采取的态度联系起来。n Authoritarian TheoryThe authoritarian theory describes a situation where government, in the hands of a tyrant or a ruling elite who exercise repressive power over the people, lays down the law as to what the media can communicate. In this context the media are servants of state, the mouthpiece of government. If they are perceived to fail in that capacity, by showing a degree of editorial independence, they are censored or shut down.n 专制理论 专制理论描述了一种情况，就像掌握在能行使压制性力量控制人民的暴君或是统治精英手中的政府制定法律一样，媒介进行传播也是如此。在这种背景下，媒体是国家公务员，政府的喉舌。如果他们意识到通过显示编辑独立性会使得他们在这一职位上失败，那么他们就会被审查或是删除。n Free Press theory On the face of it Free Press theory, sometimes refered to as Libertarian theory, is the exact opposite of authoritarian theory: as first principle is that the free press is servant to none but its readership in its task of informing, educating and entertaining, the press of the western world would place itself in this category, free expression, unchecked by censorship-external or internal-is what media are about. the ”free” claim fearlessness in the pursuit of truth. they take a pride in being the conscience and watchdog over the rights of the people. n 新闻自由理论从表面上看，新闻自由理论有时称为自由意志主义理论，与专制理论正好相反：它的第一个原则是，新闻自由只能是将通知，教育和娱乐作为任务来服务于读者，西方世界的新闻会置身于这类言论自由。言论自由，通过审查来看清外部或内部的模样。“自由”声称无畏追求真相，他们因为超越看门狗而追求人们的权利和良知感到骄傲. It is with the Free Press theory-so the theory goes-that error is exposed and the truth arrived at, and in the USA, this principle is duly enshrined in the First Amendment to the Constitution. This states that “Congress shall make no lawabridging the freedom of speech of the freedom of speech of the press.” McQuail asks, as perhaps we all must, exactly whose freedom the media are expressing; and how free is free in situations dominated by competition, reliance on advertising and deeply affected by patterns of ownership, all operating in wider contexts in which there are conflicting interests and competing definitions of freedom. 这是新闻自由理论，理论上是这样，差错的暴露和真相的抵达，在美国，这一原则正式写入了宪法第一修正案。这说明，“国会不得立法剥夺的新闻界的言论自由，新闻自由。“麦奎尔问，也许我们都必须准确的弄清媒体表达的自由；自由是如何在竞争的情况下占据主导地位，它对广告的依赖和被所有制模式的深刻影响，在更广阔的背景中，是如何由利益冲突和竞争的定义自由操作。n Social Responsibility Theory Responsibility theory works according to the notion that the media have a number of obligations to the public; what one might term a public stewardship. Public Service Broadcasting would come under this heading, for regulation by law or self-imposition, is seen as necessary in order to operate socially responsible checks and balances upon freedoms.n 责任理论 根据责任理论的概念，媒体有一些公众义务工作；被称为公共政策。公共广播服务会在这个标题下，由法律或自我强加的规定，被视为是必要的以承担社会责任和制衡自由。The liberty which Free Press theory demands might result in attacks in print or on air upon minorities. This would be freedom unchecked by responsibility: the right of free speech takes priority over the social-the public-damages that can be caused by such free expression . In party political matters Free Press theory insists on the right to be biased in favour of one party against another, to flatter the one and disparage the other, whereas the Social Responsibility theory would urge that, in the public interest, and in the interests of true representation(or an aspiration to it), both sides of a case should be put.新闻自由的自由理论的要求可能导致重复攻击在少数的群体。这将是自由不承担责任的表现:言论自由权优先于社会，可以通过这种自由的表达获得公共赔偿。在政党政治事件中新闻自由理论坚持有权偏袒一方和反对另一个,奉承和贬低,而社会责任理论将敦促公共利益的实现，而在代表真正的利益(或一个愿望)时,应该把双方都考虑到。For such a theory to work successfully there are implications for ownership and control, not just of one newspaper or broadcasting company but across the whole spectrum of media. The theory would demand a pluralist media in a pluralist society and this would only be possible through multiple ownership. Under such criteria a newspaper owner would not be permitted to move into TV, especially if the owners paper published in the same city as the TV company he/she was interested in controlling.这样一个理论的成功运作会对所有权和控制权造成影响,不仅仅是一份报纸或广播公司，而是整个范围内的媒体。理论的需求会使得多元媒体共存于一个多元社会，这只可能通过多个所有权来实现。这种标准下报纸所有者不会被允许进入电视行业，尤其是报纸和电视公司的老板处于他/她有兴趣控制的同一个城市里。n Soviet TheoryThe soviet system has passed away and, with it-for the time being at least-Soviet theory. It is still worth outlining its principles, if only to explain how it differed from Authoritarian theory. In practice, of course, it didnt: the press,broadcasting,cinema, book publishing-indeed all message systems-were in the service of the state.But they were the not privately run. The media in Soviet Russia were the voice of the state, yes, but theoretically they were also the voice of the people.苏联系统以及短暂存在的苏联理论已经不复存在。概述其原则,仍然是有价值的，只要能解释它如何不同于专制理论。当然在实践中它没有：媒体,广播,电影,书中所有消息真实存在的系统服务的状态。但他们不是私营。媒体在苏联代表的是国家的声音,是的,但理论上他们也人民的声音。They had the task of informing and educating the people in socialism because this way viewed as unquestionably in the peoples interest. The role of the media was to mobilise and to sustain the socialist revolution, to defend it against counter-revolution and to protect it from the “evil” influence of capitalism. Censorship was acceptable if it meant that the people were shielded from ideas and information which might contradict,and therefore undermine,the ruling ideology of communism. 他们的任务是通知和教育人民社会主义，因为这种方式无疑被视为人的利益。媒体的作用是调动和维持社会主义革命,捍卫它反对反革命和保护它从资本主义的“邪恶”的影响。审查是可以接受的,如果它意味着屏蔽人们的思想和信息,可能会遭到反驳，从而破坏执政的共产主义的意识形态。n Development TheoryAs the name implies this theory relates to media operating in developing,or so-termed Third World nations.It has parallels with the Soviet theory because media are seen to serve a particular social and political function.It favours journalism which seeks out good news,in contrast to the Free Press position where journalists respond most readily to stories of disaster ,and for whom “bad news is good news”because it commands bigger headlines.顾名思义，这一理论存在于媒体的经营发展中,或被划分为第三世界国家。它与苏联理论相关在于媒体是存在于一个特定的社会和具有政治功能。它有利于新闻寻找好消息,记者与新闻自由位置最容易应对灾难故事，无论谁“坏消息都是好消息”,因为它有大的头条。Development theory requires that bad news stories are treated with caution,for such stories can be economically damaging to a nation in the delicate throes of growth and change.Grim headlines can put off investors,even persuade them to pull out their investments.As an antidote to the bad news syndrome,Development theory seeks to accentuate the positive;it nurtures the autonomy of the developing nation and gives special emphasis to indigenous cultures.It is both a theory of state support and one of resistance-resistance that is to the norms of competing nations and competing theories of media.发展理论要求谨慎对待坏消息,这些故事可以损害一个国家的经济增长和导致微妙的痛苦改变。严峻的标题可以让投资者们,甚至说服他们撤出投资。作为坏消息综合症的解毒剂，发展理论旨在强调积极的;它培育发展中国家的自主权,给本土文化特别强调。它既是一个理论的支持也是相互支持的原因之一是竞争国家的规范和媒体的竞争理论。This is the reason why the actors in the Free Press system are often unhappy with and rejective of Development theory attitudes and practice.They attack these as censorship .The wealthy capitalist nations,and their media advocates,developing nations can compete,the West recognizes no frontiers to free enterprise;and what frontiers are set against it are simply bought away,evaded by satellite or crushed by the software of information ,education and entertainment which has more power than the colonising armies of the past(see note 5 for a comment on the New World Information Order, associated with Development theory).这就是为什么演员常常不满和排斥新闻自由系统理论的态度和其实践的发展。他们攻击这些审查。富人的资本主义国家,他们的媒体支持,发展中国家可以竞争,西方承认自由企业没有边界;与它只是买了逃避通过卫星或被信息的软件,教育和娱乐比比过去的殖民军队有更多的权力(见注5评论信息世界政治经济新秩序,与发展相关理论)。n Democratic-participant Theory This represents the sort of media purpose the idealist dreams up in the bath.It is an aspiration rather than a phenomenon which can be recognised anywhere in practice, yet it is surely one which any healthy democracy should regard as a goal.Denis McQuail,having queried whether the Democratic-participant theory warrants a separates normative classification,concludes that it deserves its identity because it challenge reigning theories and offers a positive strategy towards the achievement of new forms of media institution. 媒体的这种目的就像是理想主义者泡在浴缸里的梦想。它是一种愿望,而不是一种现象,可以承认它存在于任何地方的实践中,但它无疑是一个健康的民主，我们应该将其视为一个目标。丹尼斯.麦奎尔,在分析民主参与中权证分离是否规范的分类理论时，得出结论,它应有其