Does 'the Media' Have a Future?

摘要

Media-related practices have so long been configured in a particular one-to-many pattern that the mass communication paradigm has seemed automatic as both frame for research and fact of social life. The paradigm is summed up in the English term 'the media'. But what if the very idea of 'the media' is also imploding, as the interfaces we call media are transformed? Does the implosion of 'the media' generate a crisis of appearances for government and other institutions? Three dynamics are considered here - technological, social and political - that are potentially undermining our idea of 'the media' as a privileged site for accessing a common world. The article concludes that, instead of collapsing, the social construction of 'the media' will become a site of intensified struggle for competing forces: market-based fragmentation vs continued pressures of centralization that draw on new media-related myths and rituals.